Providing hairdressers with the invaluable opportunity to network with their peers TONI&GUY’s Socialized collection launch proved why the global brand continues to bond the hairdressing tribe through trends and techniques like no other, writes Cameron Pine.
Monday night took on a new meaning for hundreds of guests who attended the TONI&GUY Socialized collection launch in Sydney at Taylor Square’s, The Standard Bowl. Where warehouse style bar meets bowling alley it was a very un-ordinary venue for an extraordinary brand to celebrate their latest global direction.
From avant garde to commercial cut and colour – the Standard Bowl looked a lot more festive than the first day of the work week has in a long time.
Sprawling over three floors, above the main venue level is a mezzanine that allowed full view of the main floor and stage – models scattered around the room on podiums reminiscent of art installations and lined up like an army on the bowling alleys was an impressive feat. The mezzanine level even came equipped with pinball machines, arcade games and pool table for non-stop entertainment – it’s also where the big guns of the TONI&GUY Australia brand – Dennis and Graham Langford gave some heartfelt speeches on the culture of the company, what they’ve achieved and some of the good and perhaps not so good decisions that can be made in business.
Surprised by a congratulatory 20 year trophy by long standing TONI&GUY franchisee Leanne Suthern, both Dennis and Graham were both humbled and proud of a brand that has come a long way since the first Oxford street salon and Academy. Familiar faces from leading salons in Sydney and beyond filled the room – a reunion of hair, a celebration of our industry that seems few and far between these days – getting together and sharing inspiration continues to be the hallmark of one of our globe’s most iconic hairdressing companies.
With influences taken from every corner of the globe, fusing together old and new and drawing upon fashion from designer greats such as Giles, Marc Jacobs, Christopher Kane, Alexander Wang and many others, the eight women’s cuts and colours and two men’s cuts are more dynamic than ever. Using label.m throughout, the styles range from longer lengths with distressed textures, punctuated by overgrown eye skimming fringes to short graphic shapes featuring techniques like tight skin fades, strong angled disconnections and serrated graduations.
Backstage the hair work created by the National Toni&Guy artistic team was highly energized and artistic – under the direction of National Creative Director, Katy Reeve.
Colour makes a statement with a palette of saturated retro red, electric violet, sunset purple and dramatic high contrast such as warm white juxtaposed with pewter to heighten or complement each style. A theme reflected within the clothes and make up, colour dominated, whether it ruled an entire outfit or was used to create a ‘statement lip’, it was about being bold. In collaboration with Wella Professionals, SOCIALIZED embraces TONI&GUY’s philosophy of continued education.
For more information visit www.toniandguy.com.au
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