Progressive and dynamic, the hairdressing industry feeds on creativity and innovation. But wait up, the tree that grows tallest and has luxuriant foliage has deep roots to hold it steady and feed the new young buds who reach for the sky. Hairdressing is just the same. This tree is a useful analogy to for our industry – however exciting and fast-growing, we must also remain grounded and keep sight of our history. The Mascolo family and the brand Toni&Guy is part of this history.
Ever since the 1960s, the Mascolo family has been an invaluable part of hairdressing UK – their name has spawned several iconic brands, and over all, sits Toni&Guy. This is the name which survives all and is synonymous with trend-making and breaking, bridging the gap between fashion and hairdressing. At its helm for a new decade, global brand director Sacha Mascolo-Tarbuck remains true to the ethos of her father Toni, and his brothers Guy, Bruno and Anthony. She ensures that the brand reflects a love for fashion and supporting salons and hair professionals everywhere. London Fashion Week is the epitome of this.
As we go into a week of shows for AW2022 (rejoicing at actually be back to do shows live), Toni&Guy is again the official sponsor of London Fashion Week (for the 16 years now). Alongside Sacha, a trusted and exuberant team is led by global creative director Cos Sakkas. With the combined experience of a team of educators and creatives, Toni&Guy has the eye and the wit to share the designer’s vision and reflect their clothing innovations in shapes, textures and tones in the hair.
Inclusive and respectful of international communities, the Toni&Guy description of Immersion reminds us that the connection between hairdresser and client is at the heart of the thinking: “Immersion not only embraces natural texture and timeless beauty, but embodies an overarching ethos of sparking confidence in its clients. This is through encouraging brave and bold choices with statement cuts and new ways of wearing hair. The campaign forces the client to immerse themselves in the rich artistry of TONI&GUY, empowering them to look and feel their best, bringing their personalised hair goals to life with modern and timeless styles”.
“Toni&Guy Immersion is all about spontaneity and boldness and we have looked to the brand’s roots as inspiration to produce a set of consumer-led and beautiful images that anyone can come in and ask for. Our client and how they fell when they leave the salon will always be our top priority. We’ve created the new collection to spark confidence and bold choices when it comes to their hair, so that they look good and feel the best version of themselves.“ Cos Sakkas, global creative director
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