Toni&guy share the fashion week vibe at backstage
The TONI&GUY international artistic team gave more than 1,200 of the group's staff a taste of the London Fashion Week vibe when they took over the Old Truman Brewery in the heart of London's east end for a hairdressing extravaganza.
Aptly named Backstage, the show gave a behind-the-scenes look at some of the catwalk styles the team created for Fashion Week, while introducing their new Interactive collection and showcasing some of the avant garde creations that have been shortlisted for Artistic Team and Avant Garde Hairdresser of the Year at HJ's British Hairdressing Awards.
Toni Mascolo, TONI&GUY chairman and chief executive, gave the international audience an idea of what they could expect when he said. "This is truly a global show. The energy, the strength, the power; it's all in this room. We're going to have an amazing evening,"
"When you think how much we have all achieved this year and what we can achieve in the years to come, we're going to be a brand that no one will ever forget. We are going to be the best brand in the world."
Then it was over to the hair to do the talking. More than 40 models took to the illuminated catwalk that zig-zagged the length of the venue sporting hairstyles from the various collections that have defined TONI&GUY's year.
Salon-ready looks including strong, edgy crops, mid-length bobs with sweeping fringes and long layered hairstyles with soft waves and strong fringes showcased the potential of the Label.M styling range.
The group's involvement in Fashion Week was represented by the collections of designers Giles Deacon and William Tempest. Their spring/summer 2010 offerings were complemented by editorial hair featuring chignons that had been re-worked for a strong structured feel, soft curls that were brushed out to create a candyfloss texture and multi-layered wigs that were disconnected for a rebellious, playful feel.
There was also a strong structural feel to the team's avant garde creations that have seen the artistic team and some of its members shortlisted at the British Hairdressing Awards.
Big is beautiful was certainly the mantra for the collection and while some looks used cubes, spheres and fans for a futuristic look, others had nods to the early 20th century with strong shapes created with braids and weaving and soft candyfloss texture through the ends.
The show concluded with a dramatic finale that saw the avant garde and Interactive collection models span the length of the catwalk while the art team shared the secrets behind the creations with the enthralled audience.
The event was also the perfect arena to celebrate the company's outstanding performers of the last 12 months. And the winners were:
The Achievers 09
UK Perfect Salon/Director: North - Tim Jones, Hereford
UK Perfect Salon/Director: South - Christophe Zegbib and Emma Wilson, Putney
UK Perfect Salon/Director (Essensuals): North - Heidi Hamilton
UK Perfect Salon/Director (Essensuals): South - Lee Gorton, Cambridge
Retailer of the Year: North - Deansgate, Manchester
Retailer of the Year: South - Regent Street, London
Best in Class - Tony and Jen Deighton, Sunderland
1st Year Blow Dry - Billy Hitchcock, Exeter
1st Year Hair up - Chloe Whittle, Wigan
2nd Year Classic - Casey John, Lincoln
3rd Year Advanced - Jodie Smith, King Edward Street, Leeds
Amazing Achievement Award - Ann Wilson, Luton
Image of the Year - Matthew Webb and Jacen Ward, Paddington, Sydney
Entrepreneur of the Year - Emma and Kim O'Neill, Lakeside.
