It’s been a challenging time over the past nine months, but what a journey we’ve had. We have made improvements to all our 170 UK 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 8,000 downloads of our education streaming platform: TONI&GUY Digital Academy.
Global Creative Director, Sacha Mascolo-Tarbuck
The global TONI&GUY family joined together recently for its inaugural global digital event, CONNECTED.
Trust TONI&GUY to rise up in the face of challenge, presenting to the industry a live, digital event of collections, runway, education and business acumen – connecting and elevating 5,500 hairdressers from all over the world.
The on-hour show journeyed around the world, gathering teams from Australia, Japan, Italy, Spain, China and the UK to unleash the brand’s 2020 collections (that will essentially drive TONI&GUY education principles throughout the next 12 months): Utilitarian, Keep it Real and Reverie. Together, titled CONNECTED.
“It’s been a challenging time over the past nine months, but what a journey we’ve had. We have made improvements to all our 170 UK 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 8,000 downloads of our education streaming platform: TONI&GUY Digital Academy,” said Global Creative Director, Sacha Mascolo-Tarbuck.
Kicking off in the capable hands of TONI&GUY International Artistic Director, Cos Sakkas and Eamon Boreham, the creative sessions unlocked the unique stories of each new collection. Utilitarian, the brand’s essensuals campaign, was described as embodying health, beauty and knowledge, through the philosophy of wellness and embracing self-expression, diversity and wellbeing through hair: Organic, natural finishes through styling and colour. Keep it Real represents the street loving vibe synonymous with label.m – all about that self-expression integral to freedom, or your hair ID. Reverie is brand new, hairdresser focused, industry exclusive campaign for 2021. Sakkas defined it as “immersing yourself in a dream of creativity.” No rules, no limits, just pure imagination.
Our industry’s yin and yang, what is creativity without business, and vice versa? TONI&GUY education and business partners from New Zealand to the UK, India, Pakistan, Spain, Cyprus, Sweden and Italy, opened up about their own secrets to success -in-salon and beyond. Each team sharing techniques that will be exciting clients across the months to come.
Guests then travelled backstage with Effi Davies who explored 15 years of collaboration with London Fashion Week, before an epic avant garde finale got everyone cosy with the edge of their seats. Working with fashion designer, Cimone, the section was opened with a show stopping outfit that quoted ‘God be Merciful To Me,’ suggesting no pandemic will ever stop this legacy from creating, sharing and connecting.
Missed the show? Catch it here: toniandguy.com/