Sixteen shows to mark ten years as the official sponsor of London Fashion Week showed off TONI&GUY’s eclectic and artistic best. With label.m as the official hair care product for the event and styling led by iconic industry figure and the brand’s Global Creative Director, Sacha Mascolo-Tarbuck, London Fashion Week was a decidedly TONI&GUY affair.


TONI&GUY for Apu Japan

The Australian TONI&GUY Artistic Team were front and centre, with National Creative Director for Australia Katy Reeve, TONI&GUY Paddington’s Richi Grisillo and Nathan Cherrington of TONI&GUY Paramatta, backstage throughout the event.


TONI&GUY for Jean Pierre Braganza

“It’s a huge honour to be here in London as part of the International TONI&GUY Backstage Team, this year is really special as we are celebrating a decade of partnership,” said Reeve. “I love being part of the magic; that point when the design aesthetic fuses seamlessly with the hair to tell a story, it’s an incredible feeling.”


TONI&GUY for Paul Costelloe

Versatile was an understatement for the busy brand in styling some of the world’s biggest designers. A relaxed motorbike aesthetic for Jean Pierre Braganza’s ‘Harley hippie’ followed a fairytale skyline for Apu Japan, where wool was integrated into the hair to create the illusion of fluffy clouds. A futuristic geisha look for Ong Onj Pairam complemented a punk Thai collection, whilst an ethereal 60s runway for Paul Costelloe was fittingly styled with an unstructured beehive.


TONI&GUY for the Swedish School of Textiles

The brand played with structure and casualness for Xioa Li’s dually city life and holiday resort wear collection and created universally understood styling for the Swedish School of Textiles, accommodating the designs of fifteen emerging talents. Merit Award Winner Gyo Yuni Kimchoe based his collection on an anti-war message, metaphorically translated through the theme of gardening, and as such the hair styling was strong and angular.

A hero look was the Giles show, an annual fan-favourite that, this year, had a theme of Disco Jungle, with the hair complementing bold prints. ““London is a vibrant city and fashion makes a big statement here not just on the catwalk but on the street too,” said Grisillo. “My favourite trend so far this season has been the combination of really bold patterning with a saturated pastel palette. It was also cool to spy Adelaide model Madison Stubbington backstage at Giles.”

Get the Look for Giles Deacon:

Step 1- Prep hair with label.m Sea Salt Spray for a soft dry and malleable texture
Step 2 – Section a deep triangle from temples to just below the crown line and tie this section flat to the head
Step 3- Section the two side panels from the ears forward
Step 4 – Tie the back section of hair at the nape of the neck
Step 5- Draw the side sections across the ears and join with the back ponytail. Soften the texture with fingers

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TONI&GUY for Giles Deacon

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