Hairdressing camaraderie has been a major bright spark in 2020 and TONI&GUY realised that important quality to its fullest potential with the inaugural CONENCTED global digital event, a noted celebration of inspiration, education and community, fittingly presented to 5500 attendees online.
The hour long spectacle was a truly global affair, showcasing the skills of teams from the UK, Japan, Italy, Spain, China and our own Australian talents. The evening presented the TONI&GUY 2021 campaigns, titled Utilitarian, Keep it Real and Reverie, which all fall under the greater CONNECTED brand education umbrella. The agenda also saw Fashion Week presentations from London, Milan and Beijing and an Avant Garde finale showcase.
“It’s been a challenging time over the past nine months, but what a journey we have had. We have made improvements to all our salons; 1700 stylists have learnt and implemented our TONI&GUY Gold Standard Hygiene client promise to keep all of our salons safe and we’ve had 8000 downloads of our education streaming platform: TONI&GUY Digital Academy,” said Global Creative Director, Sacha Mascolo-Tarbuck in an opening address.
“As an industry we have faced challenges we never expected, but what strikes me is how, as a global family, TONI&GUY has seized this opportunity,” continued CEO Nigel Darwin. “We may not be meeting face to face, but every TONI&GUY hairdresser from more than 50 countries around the world are joining together, and that is the strongest foundation we could have wished for.”
Starting creative sessions came courtesy of International Artistic Director Cos Sakkas and Eamon Boreham, who introduced the three campaigns. More specifically, Utilitarian embodies health, beauty, knowledge, wellness, diversity and self-expression.
“We’re seeing clients looking for a massive change – they want to express their individualism”, Cos explained of this trend.
“Clients are looking for organic, natural finishes through styling and colour,” added International Technical Director, Siobhan Golden.
The Keep It Real campaign is thanks to label.m, celebrating self-expression, the people that truly make up the brand – think models, clients and staff – and diversity.
Lastly, Reverie is a dynamic new hairdresser focused and exclusive campaign, described as “immersing yourself in a day dream of creativity” by Cos.
“It’s all about imagination and pushing the art of creative cut and colour with editorial finishes and no rules or limits,” said International Artistic Director, Indira Schauwecker and Francesco Fontana.
In the spirit of community, the event celebrated everyone at the heart of TONI&GUY, from hairdressers to education and business partners, many of who shared their own secrets for success from around the world.
Our Australian team represented our local industry well. Comprised of Aarron Baker, Roberto Pozzato, Maddy Robinson and Cathy King, the hairdressers each presented their own unique techniques alongside the Tokyo and Milan teams, perfectly identifying upcoming hair fashion trends.
Another inspiring presentation came via Efi Davies, who presented fifteen years of London Fashion Week collaborations, which typically consist of 80 fashion show partnerships a season. Celebrating the fifteen year anniversary for TONI&GUY and seven-year partnership as the Official Haircare Product of LFW for label.m, Efi showed off hair and fashion designs from IA London, DB Berdan, A-Jane and Simon Mo, highlighting product heroes Shine Mist, Volume Mousse, Texturising Volume Spray and Brunette Dry Shampoo.
The Avant Garde finale worked within the theme that nothing can stop TONI&GUY education, inspiration and education – not even a pandemic – with show stopping looks from designer Cimone consisting of bright and bold textures and shapes.
There’s nothing like pure, unadulterated artistry to fire up artistic minds and connect communities the world over. TONI&GUY continues to show why it’s an unstoppable worldwide juggernaut.
For more information visit www.toniandguy.com.au
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