As TONI&GUY and affiliate product partner label.m Professional Haircare approach a 10-year partnership with London Fashion Week as official sponsors, the iconic hair fashion brand has partnered with Vogue Australia to launch a complimentary digital ipad App.

The app provides insight into the experience of hair stylists working backstage at Fashion Week. TONI&GUY National Creative Director Katy Reeve explains that the app aims to bring the fluid relationship between session and salon work to life via a medium that personifies premium hair fashion:

“As hairdressers, working backstage at London Fashion Week is our ultimate utopia, a playground of high energy, high creativity and fashion collaboration. When looking to translate that experience into the salon it is about the ideas that we develop backstage that allow us to create new fashion-led styling options for our clients – that is the real connection and something that we have been able to communicate via the app”.

The app features the unique product support of label.m professional haircare, the only haircare range endorsed by the British Fashion Council as official and exclusive product partner for London Fashion Week. Also included in the app is a short film by brand activation experts Stories in Motion who captured some members of the TONI&GUY Artistic team in action during a local fashion event called BT Runway for Success earlier in the year.

The exclusive Hair ipad App is available for free download via the App store NOW.