Mainstage Report

Mainstage Report

The Toni&Guy family celebrated the legacy of founder Toni Mascolo at Mainstage

Toni&Guy’s staff, family and friends travelled from around the globe to London ExCel’s Capital Hall for Mainstage 2018 to celebrate the life and work of founder Toni Mascolo, who sadly passed away in December 2017. The proceedings began with Toni’s widow Pauline Mascolo addressing the audience; cheers of love and support erupted in response to her moving speech. Global Creative Director Sacha Mascolo-Tarbuck then spoke passionately about her father’s monumental achievements, as did her brothers Christian and Pierre. The message was one of pride and longevity rather than sadness, and the Mascolos implored the Toni&Guy community to look forward to a very bright future, with Sacha promising that “together, we will continue his legacy!”

Following a video featuring further tributes from colleagues and loved ones, the company turned to its successes from the past year, including the opening of 17 salons in India and 19 academies around the world. Then it was time for the awards ceremony to begin. First, the Rebecca Carr Hair Salon won label.m Salon of the Year. “What makes Toni&Guy so special is its constant evolution and emphasis on education,” said Rebecca. Distributor of the Year went to label.m Italia, headed up by Maurizio Basso. “It was a dream, and now that dream has come true. To win during this celebration of Toni’s legacy is especially wonderful,” he said. The much coveted Hairdresser of the Year award went to Amparo Carratalá. “I feel so thankful to be here tonight, and for my work to be featured in the 2018/2019 Toni&Guy Lookbook,” she said. Salon of the Year went to Toni&Guy Canary Wharf. “I’ve been with the brand for 28 years, so I’m thrilled. This is really a win for the team,” said franchisee Carl McCaffrey. Finally, Jackie Lark was presented with the Lifetime Achievement award, having been with the company since the 1970s.

After the ceremony, the audience was treated to a set by grime superstar Not3s, who performed his hits My Lover and Addison Lee as models wearing powerful Mary Katrantzou prints took to the stage. Their trend-setting hair styles came courtesy of the Toni&Guy Session Team. Next, the new Toni&Guy campaigns were revealed, all of which were art-directed by Sacha. The essensuals campaign was brought to life by models from the lookbook wearing an array of fresh pastels, with hair by Artistic Director and Head of Education Cos Sakkas, International Technical Director Francesco Fontana and the essensuals Salon Team. Next, label.m’s WE ARE TWO//² campaign was in the spotlight as models took to the catwalk accompanied by a live band, with screens detailing the scientific, directional advances of the brand.

Toni&Guy’s ongoing connection to London Fashion Week (LFW) was highlighted by a collaboration with I Am Chen, whose knitwear was worn by models showcasing the new Toni&Guy campaign, Legacy. A tribute to founder Toni Mascolo, the Artistic Team talked through its inspiration for each boundary-pushing style. Next was a presentation from London Fashion Week Men’s (LFWM). Dressed in the latest E.Tautz collection, which was heavy on superlative knitwear and heritage denim, models embodied the ‘boys in the band’ aesthetic with 90s-influenced hair. The relationship between Toni&Guy and couturier Giles Deacon goes back to 2004, when the designer first showed at London Fashion Week. To honour this, models wore some of his archival pieces, with hair in reworked beehives to compliment the volume and elaborate construction of Deacon’s creations.

For the close of the show, incense filled the air as figures in black robes flanked the stage; a choir sang, and models with halos crafted from hair stepped into the light. Each style was more jaw dropping than the next, until finally, a model dressed in a white lace gown with her hair fashioned into feathers ascended the stage as glitter fell from the ceiling. A fitting end to a truly transcendent evening.

  • Photography: James Wong