London Fashion Week Men’s

London Fashion Week Men’s

Discover the highlights from Toni&Guy’s LFWM shows

London Fashion Week Men’s (LFWM) sixth iteration truly did away rigid gender rules. Contemporary masculinity was presented as a broad spectrum, where London’s best showcased boundary-breaking collections for AW18. Emerging and established designers worked wonders with experimental tailoring, industrial details, boy-girl-bending silhouettes and playfully nostalgic references. For a second season, Toni&Guy continued as official sponsors of LFWM, with label.m standing as the official haircare product. Toni&Guy’s team of International Artistic Directors and session team worked their magic backstage with this season’s most anticipated collections. Here are the highlights.

What We Wear

Tinie Tempah’s fashion imprint stayed true to its sportswear DNA, modernising relaxed silhouettes with workwear-inspired functionality. Structured jackets and slim cargos were interpreted through a colour palette of khaki, navy and orange – a tribute to public service and manual labour uniforms. Toni&Guy’s Dexter Johnson favoured a ‘smart and playful’ look to complement the collection. Label.m Fashion Edition Wax Spray was generously applied to set the hair in place, and then dried through with the label.m Tourmaline Dryer. Finally, hair was shaped with label.m Fashion Edition Powder to Wax to create natural movement.

E. Tautz

Subcultural rebellion from the 80s took centre stage in Patrick Grant’s collection, entitled New Suedeheads. Mod, Punk and New Romantic references accented wide leg trousers and checked tie-waist jackets, set off with reworked creeper-style shoes designed by Christian Louboutin. Toni&Guy’s Charlie Cullen paid homage to statement underground styling by first dousing tresses with label.m Sea Salt Spray, combing through with the label.m Backwash Comb. Sections of hair were lifted and secured with label.m Sectioning Clips to create height and volume. Label.m Texturising Volume Spray finished the look.



Seoul-born Kang Dong Jun rendered oversized tailoring in striking monochrome. Deep velvets, sumptuous wools and striking jacquard updated traditional Korean silhouettes, whilst statement metal hardware maintained a contemporary edge. Toni&Guy’s Charlie Cullen complemented the strong tailored styling with ‘hair slicked back away from the face’, fashioning comb marks on the hair from root to nape. The team applied label.m Volume Mousse and then blow-dried hair away from the face on a high heat using the label.m Cushion Brush. After that, label.m Sculpting Pomade was combed through the hair for strong definition.

Band of Outsiders

Angelo Vermolt unveiled his après ski-themed collection on ice. Professional skaters twirled across Somerset House’s outdoor rink in sumptuous green velvet suiting, winter-ready bomber jackets and charming polar bear prints. Models looked fresh off the slopes as Toni&Guy’s John Wilsdon favoured a slightly dishevelled look. Wet hair was prepped with label.m Diamond Dust Leave-In Conditioner before label.m Curl Cream was applied to enhance texture. After some diffusing, label.m’s Fashion Edition Powder to Wax was applied to the ends for an exaggerated finish.

Daniel Fletcher

Daniel W. Fletcher looked to tradition and history to guide his sixth collection, revising wardrobe staples with modern updates. Think classic oxford shirts with drawstring hems, cycle shorts imagined as luxe-wear and extended tailored trousers finished with metal poppers. Toni&Guy’s Daniele De Angelis focused on creating slick, sculptured hair with a tousled finish. Both label. m Volume Mousse and label.m Sculpting Pomade were applied to hair, followed by thorough combing for even product distribution. Hair was gently dried to remove excess water, before label.m Fashion Edition Wax Spray set the final product.


Velsvoir’s army of modern dandys oozed elegance and charm in abundance. The three brothers favoured a warm earthy colour scheme on sturdy corduroy, thick wool and plush velvet for dapper perfection. Toni&Guy’s Louis Maharaj introduced an updated take on the topknot, incorporating braiding techniques for added interest. After hair was prepped with label.m Volume Mousse, the team divided a small section of hair down the middle parting, creating a centre braid. Leaving half the hair down underneath, a topknot was secured on the crown. Finally, label.m Texturising Volume Spray created a matte look.

  • Words: Monique Todd