12-14 June 2020 will not only see London Fashion Week unveil a new creative digital format, but marks 15 years and the 33rd season since TONI&GUY joined forces with the BFC, as London Fashion Week official partners - cementing the brand’s reputation as the leading authority in delivering hair trends.
During this time, TONI&GUY has created inspired hair 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 Sophia Webster. The award-winning session team has also styled the hair and transformed the looks of top models, Cara Delevingne, Erin O’Connor and Agyness Deyn.
TONI&GUY’s Global Creative Director Sacha Mascolo-Tarbuck – a proud advocate of the association with British fashion over the years, has formed a strong alliance with Caroline Rush, Chief Executive, BFC since September 2004. Both saw a vision to align the brand’s strong heritage and position in creating hair trends, whilst strengthening the pivotal link between fashion and hairdressing.
Sacha Mascolo-Tarbuck, Global Creative Director, TONI&GUY 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 every hairdresser who works for TONI&GUY to be educated in working backstage at LFW, since session styling is such a dynamic part of the industry and 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.”
Caroline Rush, Chief Executive, BFC, commented
“TONI&GUY have been a fantastic partner for the past 15 years, supporting a number of the most talented British designers. As the format of London Fashion Week evolves, so does our partnership and we look forward to working with Sacha and her team on the new digital iteration of the event.”
TONI&GUY continues to provide free support to London Fashion Week designers, with an award-winning session team backstage - headed by some of the industry’s finest stylists and is looking forward to working with future thinking designers such as Malan Breton for the newly formed co-ed event.
With a huge global presence spanning 650 salons located in 45 global markets, the partnership is also a way to connect salons, whilst motivating the wider network of staff, especially during these challenging times and provides a platform from which to create inspiring content that makes fashion accessible - literally off the runway and direct to clients.
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 via numerous formats such as: TONI&GUY.TV in salons globally, content in the TONI&GUY magazine, online and across all social media platforms.
Furthermore, label.m, the Official Haircare to London Fashion Week which is exclusive to TONI&GUY, will preview its new Fashion Edition Heat Protection Mist due to launch in July, as the fourth addition to the collection which is tested backstage and used by the Session Team.