Welcome Memento Audere Semper, a too-cool collection of bold looks that deservedly took home the 2020 British Hairdressing Awards title for London Hairdresser of the Year. Created by Daniele De Angelis for TONI&GUY London, the collection encapsulates a general audacious energy and spirit.

“Memento Audere Semper is a Latin phrase by Gabriele d’Annunzio and means that in each moment it doesn’t matter if it’s good or bad, it’s important to remember to dare always,” Daniele explained.

“Hair isn’t just an addition, it’s part of your expression, freedom, your journey to be who you want to be,” he continued “When creating an image, it is always important for me to portray a strong and independent woman, always keeping suitability at the forefront of my vision. I believe everything has a beauty, but not everyone can see it. I wanted to show that through a series images that have a vulnerability to them, yet hold a domineering feel of empowerment, whilst allowing my skills to be seen throughout”.

Hero looks and techniques include an icy, multi-tonal blue short hair look, finished with feature lips, leopard print and the perfect shades, as well as a pink, rose gold hybrid hue delivered in stellar undercut fashion and complemented with the requisite piercings, tattoos and chains for a trending take on feminine edge.

Soft pink ringlets, a tousled and perfectly toned silver bob and a soft, dual-tone blonde long hair look with darker roots fill out the rest of the images, all finished with neutral beauty accents and bold eye makeup.

Another look turns away from the camera, drawing focus instead to the angular, directional cut in this modern coif style, its deep magenta hue and floral fashion styling. The whole collection is set against a string of neutral backdrops, adding dimension while allowing the hair looks to stand out in their various poses, impressive techniques and complex colours.

Depicting the London girl at her most high-fashion, Memento Audere Semper is a reminder to be bold in your editorial offerings, and a wonderful lesson in pure style.


Hair: Daniele De Angelis, TONI&GUY, London
Colour: Stuart Matuska and Charley Hanery
Make-up: Lan Nguyen-Grealis, Kelly Mendiola, Carrie Leanne Jess
Styling: Dr Manrutt Wongkaew and Sara Dunn
Photographs: Kevin Luchmun, Jack Eames