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TONI&GUY Presents Culture Shock 2.0

Every year TONI&GUY Australia host one of hairdressing’s most dynamic parties to showcase their Global Collection to an enthralled crowd of hairdressers, VIPS and Brand Partners. Building on the success of last year’s show they decided to come back and do it even better than before, reminding us of their unique and dominating global stature, writes Ida Almasi.

The part runway part dance party did not disappoint with over 500 attendees at the Westin Sydney.  A pre-show reception jump-started the party with a bar center stage and a DJ serving up tunes.

Recognized for fusing commercial with creative, TONI&GUY is a truly global brand that employs more than 5000 hairdressers, it’s a community standard like no other and with 475 salons across 48 countries their global power is palpable. First opening in Australia in 1995, they have expanded far beyond their original Darlinghurst salon and Academy, and now boast 30 locations countrywide. As such, the event was everything you would expect from such an industry leading brand and a host of corporate sponsors.

Once inside for the main event, Australian CEO Dennis Langford shared that this year was about celebrating ‘transient trends and fast fads’ followed by announcing the major news that, for the first time ever in Australia, TONI&GUY will be the official hair partner of Mercedes Benz Fashion Week Australia. Groundbreaking style and fashion-savvy hair throughout the evening showcased why this major industry news made so much sense.

The runway show itself was split into a number of acts and the top of the bill was the Gucci inspired collection which took ‘old looks worn new ways’ and ‘70s inspiration with a little more oomph’. Wella Professionals’ hair colour was used to showcase natural bases and technical hues, ensuring the collection varies in strength, texture and shape with its trend-driven colour palette.

The cool counterpart to this was the men’s daring cut and colours using label.m to simultaneously present modernised hip-hop styles with hard edged colouring to grungy fringes paying homage to TONI&GUY’s London roots.

TONI&GUY left no cards to spare when between runway shows, with another ‘Guy’, Guy Sebastian, there to entertain the crowd with his soulful tunes. Following the music, the audience was transfixed watching the presentation of the Avant Garde collection, which could have been straight out of an Alexander McQueen runway show. Featuring chest pounding ambient tunes and ever-modern art with hair, of course, as the medium, TONI&GUY made sure artistic inspiration was in no short supply.

Guy Sebastian

Presented by American Express, Wella Professionals, label. m and Fitness First, the event also had an altruistic aim – to raise funds for two national partner charities, the National Breast Cancer Foundation and Look Good Feel Better, which helps women deal with the appearance related side effects of cancer treatment. Focusing on these causes, Roxy Jacenko of Sweaty Betty PR shared her struggle in overcoming breast cancer at an already turbulent time of her life.

“This year we wanted to do something different, and help out people less fortunate than ourselves,” Dennis Langford explained to the audience. “We have 4000 clients a week in Australia, split mostly from 28-48 years of age. Within that, 70 per cent are female, which led to our choice of charities.”

After the climax of the night — when all the models, hair artists and dancers were brought out onto the stage for the final bow — the party kicked on with live a Daft Punk Tribute DJ. As you can imagine, the festivities raged on ever closer to Monday morning, a non-stop celebration of hair, art and this incredible community built to innovate it. Culture Shock, we’ll be back.

For more information visit toniandguy.com.au 

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