In an era defined by speed and trend momentum, the idea of something designed to last feels strangely radical.
But it is this very ethos that sits at the heart of Once, Forever from Davines Global Hair Art Director Tom Connell. Developed around the brand’s enduring message – hair for a person, not on a person – the collection celebrates the instinctive dialogue between hairdresser, client and hair itself.
Here, Tom reflects on the people and moments that shaped his approach to hair and why authenticity remains the only real path to creating work that lasts.
TJ: What first drew you to hairdressing? Was it a person, place, or a moment that sparked the connection?
TC: I wanted to buy a pair of football boots when I was 13. I asked my dad for the money, and he said I could work in his salon for three Saturdays and earn enough to buy them.
I became obsessed with the older people who worked there – I wanted to be different and cool like them. I never really left and those three Saturdays turned into 27 years.
TJ: Can you share a one chance encounter or unexpected moment that completely shifted your career path?
TC: It was one Saturday after a busy December shift, and I was getting ready to go to the pub. Walking downstairs, one of the reception team told me someone had just arrived for a blowdry. I really didn’t want to do it, but agreed to stay.
Upstairs, I saw a lady waiting. She turned out to be my future wife. She keeps me focused, picks me up when I’m uninspired or low, and if I ever get too big or egotistical, she brings me back down.
If I had decided to go for that beer versus the blowdry, maybe I never would have met her, and I certainly wouldn’t be where I am today.
“You can have a recognisable style, but you can’t let it trap you. Many creatives repeat what first brought them success, and that becomes a prison.”
Davines Global Hair Art Director Tom Connell
TJ: Has anyone you’ve met along the way had a defining influence on your hair journey?
TC: It was 100% Trevor Sorbie, my old boss. I first saw him on stage when I was 16 (my dad took me to his show) and watching him do the impossible made me realise what was possible.
When I finally reached Trevor Sorbie Covent Garden, it felt like a double-edged sword. I had imagined it as a mecca of high standards and creativity, and my expectations were surpassed. I arrived (feeling like I was) at the bottom rung of the ladder, which pushed me to learn.
He taught me many things: attention to detail, the need to constantly move forward, and that you’re the first audience you need to please.
TJ: How do sustainability and conscious beauty, like the philosophy behind Davines Once, Forever, influence your creative choices?
TC: Let’s start with the line that best captures the hair identity of Davines – hair for a person, not on a person. Technique is important, but it’s not fundamental. It’s something you should have in your pocket, not something worth bragging about. You should learn and master technique so it becomes about the person in front of you – a colour, cut, or style that leaves them with confidence.
It means we’re not treating people like mannequins or executing a fancy technical idea just to impress other hairdressers. It’s about that person. That’s why every look defining Once, Forever, began with a conversation between myself and the model discussing the potential of their hair. They responded with what they liked, what they weren’t sure about, or what hadn’t worked for them before. We collaborated and designed the looks with the person who would wear them. Even though the images are photographed in a strong way, that’s why there’s still believability.
TJ: What does ‘forever’ mean to you, whether in hair, creativity, or your personal journey?
TC: In hair, forever means keeping a pureness to your design. If a look is executed well, with refinement, balance and a timeless taste, then you can create a hair look that lasts forever.
Forever in creativity means continually moving forward. You can have a recognisable style, but you can’t let it trap you. Many creatives repeat what first brought them success, and that becomes a prison.
In your personal journey, forever means staying true to your principles – how you create, how you treat people, and how you balance work and family.
