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A Legacy: TONI&GUY Culture Shock 3.0

A legendary legacy to an iconic hairdressing hero, TONI&GUY’s coveted 2018 instalment of their Global Collection nodded to the life and love of Toni Mascolo while celebrating the dynamism and direction of one of the greatest hairdressing brands the world has ever seen, writes Cameron Pine.

Bringing together the entire industry like only TONI&GUY knows how, this year’s collection launch at Sydney’s Westin Martin Place was particularly heartfelt and a somewhat hedonic overdose of the brand’s true fashion DNA and leadership status over the decades. The TONI&GUY Art Team dissected a bevy of looks for the year ahead including an array of sizzling reds and coppers as well as a dedicated segment to the masters of colour – Wella Professionals.

With a new aesthetic born in London by the brand’s Creative Director Sacha Mascolo Tarbuck, more than ever the images and looks are luxurious and high-end. The layering of clothes, many pieces in the original collection which were from emerging designer ZHI Chen’s I-AM-CHEN A/W18 collection, worked well in delivering the impression of expensive splendour. The concept was also a nod to the creative lead’s love of fashion and the brand’s long-standing sponsorship of London Fashion Week and all the leading shows that we see within.

“Creating the new TONI&GUY Legacy Collection with the art team has been one which is close to my heart as it celebrates 55 years of hair, fashion, heritage and education, as defined by my father. This campaign looks at our past, present and future through three distinct styles: vintage, contemporary and creative, areas where TONI&GUY are unrivalled,” Sacha Mascolo Tarbuck said.

But an enthusiastic room filled with hundreds of passionate hairdressers in Australia was also true testament to the great respect held industry-wide for the hairdressing label. National Creative Director Katy Reeve and National Technical Director Jack Morton brought new life into the collection in an easy to understand and entertaining take on creative meets commercial but by turning it up a notch with dream-like avant-garde styling. It wasn’t just the effort on the night that was visible, it’s the consistent dedication of our home land leading creatives to the brand that continued to shine through.

A parade of vintage silhouettes meets laser-light precision like only TONI&GUY know how ensued. It’s perhaps such a combination of elements that has lead the brand to be a formative leader and work so closely with industry leaders such as Wella Professionals (specifically in the colour sphere for the show) and the fashion styling superhero label.m who came on board for the show as the styling product partner.

We heard speeches from the master of on stage presenting, Dennis Langford, Managing Director of the Australian business. He gave a shout out to his brother and business partner Graham Langford and National Sales Manager of label.m  Beau Walker, and kept guests entertained throughout the show with his charm and brazen attitude towards life as the official emcee.

It’s often what goes on behind the scenes that is overlooked, the countless hours of preparation and polish, not to mention rehearsals and the quintessential TONI&GUY attitude of sharing. We saw sculptural braids, incredible avant-garde styling and headpieces, coppers and reds to die for, dreamy silhouettes and shadows, sharp angular shapes on the guys and incredible juxtapositions of all styling elements in one look to keep guests completely tuned in for the entire duration of the show. What felt like 30 minutes was over an hour of non-stop energy and entertainment. In terms of fashion,  we were bombarded with intense colour and texture – almost synonymous with the fashion heritage of TONI&GUY as well as touches of grunge and glamour. Pops of pastels, curls and angular cuts weaved their way into a show that gave every hairdresser some inspiration to take home.

Models  for the show casted by JustKhoo agency were a perfect balance of men and women from street to avant-garde, breathing energy and a sense of everyday realness into a concept as deep as the legacy that will continue to live on in every layer of the hairdressing industry from technical to business and beyond.

Privy to a consumer focusses scouting campaign, ‘The Face of TONI&GUY’ for 2018/19 was also announced – a copper headed Stefanie and a Brunette Richard set to further leverage the approachability of the brand to consumers.

To conclude the show the room of guests witnessed a powerful performance from Sheldon Riley, Runner Up from the Voice Australia 2018.

An annual event with a distinct personality, 2018 is testament that with the right leaders a legacy can live on. Finishing with ‘we are family’ couldn’t have been more poignant as every single person involved in making the night of nights happen walked with a collective spirit and enormous sense of pride for an industry we should always cherish.

Long live the hairdressing industry label that inspires both a collective aesthetic and profiles hairdressing to the world stage.

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