Toni & Guy have been backstage at London Fashion Week for 15 years. They have been styling the hair of models, finishing off some amazing trends about to walk the runway. Thursday night they took the front seat, and it was all about the hair.
To celebrate the launch of their new product collection, Hair Meets Wardrobe, Toni & Guy hosted their own fashion show. On the cusp of Fashion Week the glamorous turned up at the British Fashion Council Catwalk Space at Somerset House to be greeted with Champagne. The space was decorated with products, each corner of the welcome room designed to portray each of the different looks you can achieve by the product collection. We chatted and sipped our drinks until an overly stressed PR lady rushed past and shouted into her walkie-talkie “two minutes till doors open.” With that the crowd started to swim into one direction. I was eager to see what the runway would look like. They kept it clean; no distractions, just five rows of seats, each with a Toni & Guy gift bag (containing the main products from the collection,) many a fashionista, and also a celebrity or two.
Naomi Campbell opened the show, introducing the brand. Then the lights turned out and the big monotonous screen behind her came alive. Pumping music and colour, Hair Meets Wardrobe was explained visually, before the lights slightly raised and out came the first model.
Split into four genres; casual, classic, glamour and creative, each stood on its own, showing just how important hair, when it comes to ensembles, can be. Casual is all about getting the perfectly messed up look, but without really trying. Big waves made easy by such products as Forming Spray Gel and Sea Salt Texturising Spray – my favourite for achieving that beach wave look. For thin hair this can be the ultimate hair trick as the increased volume and texture it gives, makes hair look thicker. The Classic collection is all about timeless fashion. Clean cut lines, straight fringes, and extreme side partings, bringing all of the great styles through the 40s and 50s, to the mods of the 60s. The products, Shine Gloss Serum, Spray Gel For Girls and Medium Hold Hairspray, make these timeless ‘classic’ looks easy.
Glamour was my favourite. Think retro yet with a modern day twist. Big set curls, back combing and big sweeping side fringes. The clothes in this collection were flirty and stunning. The products needed to achieve such glamour are Spritz and Shine Liquid Mousse, enhances shine and helps hair to increase body from the roots. Serum drops made to prevent frizz and flyaway hair for a perfect finish as well as moisturising shine spray, which I’m told will give your hair that extra boost of shininess we all want, if you spray on your hair when its upside down and blast with cold air. The creative collection is the most out-there. Cutting edge looks, with sharp lines and waves. Think controlled mess. The clothes were equally bubbly. These styles are achieved through a lot of hair glue. The Texturising Glue contours and separates layers to give a firm hold whilst adding that wanted texture. There is also a Men’s Collection complete of shampoos and styling products for any sought after look.
What I thought was genius, was that each time a model would walk out on to the runway, an equation would stand behind her.
(Retro Shades) & (Sculpting Powder) =
Me Time Twist & Pin
Each of the images supporting the campaign has its own equation, a quick yet ridiculously easy way to understand and learn how to duplicate, not just the hairstyle but the look itself. Not just the hair, but the wardrobe.
All hair was done by Toni & Guy’s creative team led by Cos Sakkas. Wardrobe styled by Charlie Anderson. Make-up by Florrie White.