Keep it Real

Keep it Real

Label.m's new campaign celebrates
the people behind the brand

At the forefront of fashion and with its coveted position as London Fashion Week’s official haircare product, where label.m leads others will follow. So for this year’s campaign, the brand has decided to go for bold with a message that celebrates authentic style and natural beauty.

The campaign has been art directed by Global Creative Director Sacha Mascolo-Tarbuck and Head of Education Cos Sakkas. It features a range of hair types and textures, demonstrating its universal appeal, and embodying its spirit of inclusion and unity.

Casting took place from within Toni&Guy’s salons, with its seriously stylish hairdressers at the very core of the campaign. Appearing in front of the camera – and behind it when they weren’t doing the modelling – this talented group of stylists were busy creating the fun and directional looks for the collection.

Also starring were this year’s winners of the label-me style-sharing competition. Now in its fifth year, this annual competition shines a spotlight on authentic style and highlights the impressive global reach of the brand. This year’s winners were Dominik and Sarah, who hail from Sao Paulo and Dublin, respectively.

“The Keep it Real campaign celebrates the people behind the brand,” says Sacha. “It’s a tribute to our family of hairdressers who create new styles and our clients who love label.m products. Without them, the brand wouldn’t be what it is today.”

Sarah, label-me 2019 winner
& Warda,Toni&Guy
Westfield Stratford

Gabriel,Toni&Guy Shoreditch
& Miryam,Toni&Guy Victoria

Yasmin & Serena,
Toni&Guy Birmingham

Chelsea, hair model
& Dominik, label-me 2019 winner

  • Hair: Toni&Guy International Artistic Team

  • Photography: Jack Eames

  • Styling: Veronika Greenhill

  • Make-up: Lan Nguyen-Grealis