Womenswear - Decades of style

Womenswear - Decades of style

Toni&Guy was founded in 1963, at a time when salons were all about ‘dressing’ hair immaculately. Pristine bouffants and ultra-groomed and set styles gave way to a less structured, tousled look; and then the shorter, geometric inspired bobs and crops so often associated with the era

The 70s saw further experimentation, with styles covering the gamut from soft, feminine waves to challenging, androgynous punk looks. As in the 60s, the tool kit focus was on rollers, and the techniques of backcombing and blow-drying remained key.curl. The curls were then brushed out and styled with label.m Resurrection Style Dust and label.m Soufflé to help create volume, texture and malleability. The second look involved brushing out the curl, flattening the hair, and tucking sections to give a ‘peekaboo’ effect around the ears. Top Bora Aksu; Arm and ear cuffs TOPSHOP.


Dress by Giles; Shoes by Asos


Top & Knickers by Giles; Perspex Boots by Robert Clererie; Socks by We Love Colours


Top by Heohwan Simulation; Trousers by Motel at Asos; Shoes by Carvela at Kurt Geiger; Ear Cuff (left ear) by Topshop; Earring (right ear) by Jen Kao


Dress by H&M

Over the course of the 80s and 90s, the emphasis shifted from setting and styling to cutting techniques, and ultimately, product. Advances in product development opened up a world of creativity.


Blazer by Topshop; Shirt by Mungo Gurney; Trousers by Heohwan Simulation; Shoes by Topshop; Ring by Maria Francesca Pepe


Trouser Suit by Boudicca; Polo-neck by American Apparel


Sweatshirt by Mungo Gurney; Culottes by Yifang Wang; Trainers by Adidas SLVR; Rings by Topshop


Dress by Jena Theo; Boots by Topshop; Bracelet by Maria Francesa Pepe, Rings by Topshop


Coat & Dress by Heohwan Simulation; Shirt(worn underneath) Mungo Gurney; Wedges by Zoe Jordan; Ear Stud by Topshop

Click on the gallery button above to see Sacha Mascolo-Tarbuck and her team revisit an iconic hairstyle from each decade of the brand’s history, paying homage to the past...

But always with a keen eye on the future.

  • Words: Alex Ashcroft

  • Photography: Mark Cant

  • Styling: Sara Dunn

  • Hair: Sacha Mascolo-Tarbuck

  • Assisted by: Cos Sakkas, Silje Vincent, Chie Sato, Andrea De Luca

  • All products by: label.m