28 September 2022

Global Digital Event: A TONI&GUY Spectacular!

Last weekend, the global family and friends of TONI&GUY came together once again; it was for its second global digital event; a spectacular and beautiful showcase of original inspiration watched live by over 5,000 viewers. 

The event the best in class education and celebrating artistry and skill. The most breath-taking hair from the TONI&GUY International Artistic Team and partners from around the world took part. The one-hour marvel during the Global Digital Event brought viewers into a world of high-fashion and creativity. Teams presented the newest brand campaigns along with British Hairdressing Award inspirations and collections; not forgetting the hugely anticipated pre-view of the label.m re-launch with brand new product lines and overall brand aesthetic. The brand’s connection to fashion around the world saw Fashion Week presentations given from major global cities. No TONI&GUY show would be complete without a spectacular avant-garde finale. 

The one-hour spectacle took us on a journey around the world. Teams from Australia, China, Spain, Italy and Japan presented the very best of their creative talents. Each member, took the audience through the intricacy and inspirations behind their look. They proved TONI&GUY is forever at the helm of setting trends as well as creating beautiful hair globally. 

Global Digital Event: The TONI&GUY Global Awards

The International manner of the event, also gave the opportunity to highlight the real heroes with the TONI&GUY Global Awards. Groups from Australia, Netherlands and France were all winners. They cemented the brand’s reputation of having some of the best overseas teams. 

Global Brand Director and Owner, Sacha Mascolo-Tarbuck opened the show and introduced the Global Digital Event. “What a great opportunity to come together and share what’s brilliant about TONI&GUY and label.m,she commented. While acknowledging the past twelve months, she thanked all teams for their contributions to the company’s success. She also highlighted the importance of strong core values, allowing for her father, Toni’s legacy to live on. 

Stronger Than Ever Before

CEO Nigel Darwin touched on the pandemic and promising to emerge from the Covid crisis a stronger business than ever before. “Throughout the last 18 months what is most striking is how as a global gamily we have grabbed this time as an opportunity to make ourselves the best we can be,” he said. Also thanking all staff for their efforts, he described how the pandemic had affected the business and touched on the next chapter for the TONI&GUY story, including the label.m re-vamp. 

Kicking off the creative sessions were Global Creative Director, Cos Sakkas and International Manager, Eamonn Boreham. They welcomed everyone and gave an insight into what viewers could expect over the next hour. A round up of how the people behind the brand innovatively express their vision through campaigns, education and fashion by crafting beautiful hair. 

International Artistic Directors Daniele de Angelis and Siobhan Haug introduced the 2021 brand campaign: Immersion. Launching January 2022, the campaign offers clients the latest in hair fashion trends. A celebration of the TONI&GUY as a whole, encapsulating the core elements of its salons, brand, heritage, fashion and education. The concept of diversity and inclusion has always been one of strong importance to TONI&GUY. Seen in Immersion, through multi-cultural models with varying hair types and textures the campaign is a celebration individuality as well as offering an in-salon solution to suit any client. 

Academy Education and Creative Campaign: Co-Lab

This was followed by International Artistic Directors Philipp Haug and Stuart Matuska introducing the academy education and creative campaign: Co-Lab. A fusion of creative concepts and minds, from make-up artists to photographers that also reflect a true representation of how everyone in the brand works as a team. Six individual British Hairdressing Award collections by the International Artistic Team, are merged into one to inspire salon hairdressers to work collaboratively with each other as well as on their own creative projects and journeys, spreading the ethos of a unified vision. 

Global Creative Director Cos Sakkas and International Technical Education Director Jo O’Neill provided an insight into the creative inspirations behind the new label.m campaign: label.less, launching in salons January 2022. Individual beauty with a premium feel being the focus, label.less encourages unique individuality and self-expression through beautiful, shiny and healthy looking hair. This is seen through gorgeous, natural and golden tones both in the hair and the styling throughout. 

Ending with a display catapulting the audience into a world where high fashion and ethereal drama collide. No TONI&GUY show would be complete without a spectacular Avant-Garde finale, showcasing the stunning British Hairdressing Award collection by International Artistic Director, Efi Davies. 

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