London Fashion Week (LFW), February 2020 marks a special milestone with British Fashion Council (BFC) and Official Partner TONI&GUY, proudly announcing an incredible 15 years and soon to be 32 seasons of working together in total.
In this time, TONI&GUY has created bespoke looks for over 100 fashion designers, working backstage with both long established and emerging British talent such as: Paul Costelloe, GILES, Pam Hogg, Basso & Brook, Roksanda Illincic, Malan Breton, House of Holland, Mary Katrantzou, JW Anderson and Sophie Webster. The session team has also styled the hair and transformed the looks of top models, Cara Delevingne, Erin O’Connor and Agyness Deyn.
TONI&GUY Global Creative Director Sacha Mascolo-Tarbuck has formed a strong alliance with Caroline Rush, Chief Executive, BFC – embarking on a journey which began in September 2004 with a vision to align the brand’s strong heritage and position as being an authority in hair trends , whilst strengthening the pivotal link between fashion and hairdressing.
TONI&GUY continues to provide support to London Fashion Week designers with an award-winning session team backstage - headed by some of industry’s finest stylists as well as supplying numerous goody bags throughout LFW.
With 650 salons located in 41 global markets, the partnership is also a way to connect salons, whilst motivating the wider network of staff and provides a platform from which to create inspiring content that makes fashion accessible to every client.
The collaboration fuses a mutual drive between the BFC and TONI&GUY, in which creativity and innovation are shared each season, bringing LFW editorial and backstage looks direct to clients, with shows featured on TONI&GUY.TV in salons globally, content in the TONI&GUY magazine, online and across social media.
Furthermore, in a first for the industry, August 2013 saw label.m Professional Haircare created by TONI&GUY, becoming the Official Haircare in an exclusive endorsement deal, with the range featuring the LFW logo. The commercial agreement meant that a percentage of profits from the sale of each specially branded product, goes back to the BFC a not-for-profit organisation - as part of a commitment to secure future support and growth for emerging talent and the British fashion industry.
In 2017, TONI&GUY extended the partnership to include support of London Fashion Week Men’s, working with: E.Tautz, Band of Outsiders, Velsvoir, GQ China Presents, Pringle of Scotland and Aquascutum and many others.
Caroline Rush, Chief Executive, BFC, commented “Sacha and the team at TONI&GUY have always supported our vision to evolve and elevate London Fashion Week. From recognising and celebrating young talent to embracing our move to make the event more public-focused, they have always been early adopters and keen instigators of new ideas. TONI&GUY have become an integral part of London Fashion Week. Their support for the industry has helped launch many success stories from Georgia Hardinge to Nicholas Kirkwood, Erdem and Christopher Kane.”
Sacha Mascolo-Tarbuck, Global Creative Director, TONI&GUY/label.m commented: “Fashion is at the core of our brand, our 15-year relationship with Caroline, the British Fashion Council and London Fashion Week is a great source of pride, to me and the whole team at TONI&GUY. I want to be able to educate every hairdresser that works for TONI&GUY. Backstage work and session styling is such a dynamic part of the industry; it’s where I first started. Our long-standing partnership with London Fashion Week allows our next generation of hairdressers to experience this hugely important element of hairdressing. It also gives them the ability to expertly deliver catwalk-inspired looks to our clients, across the world.”