Mainstage 2014

Mainstage 2014

Members of the Toni&Guy global family flocked to East London’s Copper  Box Arena for a truly epic evening of hair, fashion, music and celebration  complete with a 50-foot catwalk and presentations from the International Artistic Team. Here’s how we made it a night to remember…

The most anticipated date in the Toni&Guy calendar finally rolled around in September, giving the haircare giant’s global family another chance to reunite for an evening of high-octane glamour. Celebrations kicked off in the world-renowned Copper Box Arena in East London’s Queen Elizabeth Olympic Park. 

Attendees flew in from all over the world and were greeted by banks of photographers and the Toni&Guy TV production crew keen to capture the mood of the evening. Once the lights dimmed and the audience took to their seats around the magnificent 50-foot catwalk, the celebrations kicked off with an awards ceremony, honouring members of the Toni&Guy family for their achievements over the course of the past year. The roll-call was impressive – recognising and rewarding Toni&Guy talent right across the board from emerging stylists and product experts, to entire salons and academy directors – the trophies kept on coming, presented to the winners by Toni Mascolo OBE alongside Global Creative Director Sacha Mascolo-Tarbuck, Essensuals Managing Director Christian Mascolo and Global Brand Director James Tarbuck.

The stage then cleared for guest singer Ella Eyre to belt out her thumping tunes, including her hit single Waiting All Night, in an electrifying 30-minute performance  that had revellers dancing in the aisles.  Ella’s exit signalled the start of the presentations and by way of introduction, we were reminded of the decade-long partnership Toni&Guy has forged with London Fashion Week. ‘Ours is a relationship built on mutual respect, and with one main goal: to create a spectacular platform for the best of British talent,’ said Sacha Mascolo-Tarbuck. A procession of models marched out in head-to-toe Jean-Pierre Braganza from his A/W 14 collection to honour the working friendship between Toni&Guy and the Canadian designer.

Next up was the Future Foundation presentation, showcasing 12 key looks from a collection which comprises 16 cuts and 14 colour techniques to be taught in academies over the next five years. With education forming the cornerstone of Toni&Guy, these are fundamental to the future of the business. The grand setting also provided the perfect backdrop to lay bare the new label.m campaign which was to follow. A total of 10 models stalked the catwalk to a live soundtrack performed by indie band The Vex. Hair had a heavy trend focus that nodded to the fashion roots of the label.m Professional Haircare range – Toni&Guy’s award-winning prescriptive product line that pioneered the 4-Cs regimen: Cleanse, Condition, Create and Complete, and the Official Haircare Product of London Fashion Week.

Next up, the Toni&Guy Artistic Team took to the stage to talk through the Lexicon collection, unveiling a range of classic Toni&Guy cuts that will act as blueprint styles for the coming year. It was a momentous opportunity to set the tone for 2015 with the entire Toni&Guy collective together under one roof. ‘This is  the first time our franchisees will have seen these looks. By showing them here today, they can go back to their respective countries and translate them for our clients, all around the globe,’ explained Sacha. ‘It sends a very powerful message that we are one voice – the Toni&Guy voice – and even though the business reaches far across the world, we are united when it comes to delivering impeccable cuts and colours for each and every individual who steps through our salon doors.’

The focus then switched to the Men’s collection which marked the new men’s product line from label.m called, arriving in salons in spring 2015. It’s a brand-new range intended to revolutionise a man’s grooming regime, making for swift, effortless styling, every day. Models were given slick side-parts and gravity-defying quiffs, wearing key pieces from the E.Tautz A/W 15 collection.

The mood then shifted as Toni&Guy welcomed to the runway Giles’ critically acclaimed A/W 15 collection, complete with ‘helmet hair’ as showcased in his last season preview. It was a nod to yet another fashion house that Toni&Guy have forged a close bond with, collaborating season after season.

The presentations closed with a procession of models sporting breathtaking avant garde creations that towered skywards. Each painstakingly put-together look was a triumph in creative experimentation, boasting intricate textures and shapes,  and proved the point that even after decades of hairdressing Toni&Guy continues to push  creative boundaries when it comes to hair.

Towards the end of the evening, as the festivities drew to a close, Toni Mascolo OBE summed up the mood perfectly: ‘We have been doing this for 51 years and we’re still going from strength to strength. There’s still so much to do, so much excitement.’ Roll on 2015.


It’s the most prestigious event in every Toni&Guy stylist’s calendar and the champagne was chilled and at the ready to toast this year’s finalists and shining stars of the future. Introducing the TONI&GUY Mainstage Award Winners... 

Image of the Year 
Fabrizio Palmieri and Alessandro Galetti TONI&GUY Milan

  Image of the Year 
Hide Saiga and Makoto Iwaya TONI&GUY Japan

UK Perfect Salon Essensuals

  UK Perfect Salon TONI&GUY

Perfect Company-Owned Salon
   TONI&GUY Westfield  White City, London

Salon Retailer  
TONI&GUY  Westfield  White City, London

label.m Product Expert
Lauren Gaze Level Hair & Beauty

label.m Product Expert 
Ben Vowles, TONI&GUY Great Portland Street, London

1st Year Blow-Dry 
Enya Bessin TONI&GUY Guernsey

1st Year Hair Up 
Alexandria Smith TONI&GUY Wigan

  2nd Year Classic Cut  and Colour
  Samantha Marshall TONI&GUY  Wigmore Street, London

3rd Year Advanced  Cut and Colour
  Caspar Finch TONI&GUY Solihull

Sarah Kealy TONI&GUY Solihull

  International Salon Business
Hide Saiga TONI&GUY Japan

Academy Director 
Frankie Chan and Bill Watson  TONI&GUY Beijing

  • Words: Catriona Taylor

  • Photography: Tom Bunning, Karolina Krasuska, Daniel Sims