Surf the wave

Surf the wave

We went behind-the-scenes on the womenswear shoot with Toni&Guy International Artistic Directors Efi Davies and Jamie Devenish to find out how to create laid-back beach waves


1. Begin by using the label.m Jumbo Comb  to divide hair and create a centre profile parting.

"The inspiration for the hair looks came from the set design and the styling – it was important to marry everything together. Soft geometry and delicate texture goes really well with the graphic stripes." Efi Davies, International Artistic Director

2. Generously apply label.m Hold & Gloss Spray to the root area then using a hairnet and the label.m Tourmaline Dryer, dry the hair flat at the root.

"The starting point was the French Riviera, so I went for a colour palette inspired by the rocky outcrops and beaches of Cap de Nice. I also used canvas sailcloth as it’s evocative of yachts at sea." Jemima Hetherington, Set Designer


3. Starting from in front of the ear, braid hair from the jaw down and secure with a label.m Braiding Band. Continue braiding around to the other side, repeating the process until you’re left with six even braids, while not forgetting to leave a few inches of hair out at the end.

"I was really inspired by the 1930s French Riviera, with loose, boyish, oversized silhouettes to evoke the sense of women of leisure. The feel is a bit slouchy, quite boy-meets-girl where even the more feminine pieces have a strength and a boldness about them." Karen, Stylist


4. Spritz each
braid with label.m Weightless Hairspray. Then press down on each braid with the label.m Titanium Pro- 50 Styling Iron, holding it on for slightly longer than usual so the heat can permeate the hair.

"My favourite look was the The 60s quiff – I love Paris and love France, and I felt very French in it." Meriea Oriol, Model


5. Leave the braids to cool. Then, after removing the elastics, spray through with label.m Dry Shampoo  for separation. Next, use the label.m Grooming Brush to loosen the hair, creating soft waves. Finish with a spritz of label.m Shine Mist at the roots for a contrast in texture.

"I got the inspiration from summer, hot weather, seashore, popsicles and as always, models’ features ... especial their eyes." Violet Zeng, Make-up Artist
  • Words: Miriam Bouteba