The New Wave

The New Wave

Toni&Guy’s global family looks to the future at Salon International

The Toni&Guy team gathered at Salon International at ExCeL London to usher in an exciting new era, which kicked off with the Salon Live catwalk show in a packed ICC Auditorium. Global Creative Director Sacha Mascolo-Tarbuck took to the stage for a heartfelt introduction, addressing the audience warmly as her “family” and describing the “privilege” of working alongside her late father, brand founder Toni Mascolo OBE. Though Toni&Guy will remain “a true family business” and honour his legacy, she said, the company is “always growing, always evolving” and is ready to “enter a new direction”.

That new direction means a bigger creative role for International Artistic Director and Head of Education Cos Sakkas, who has art directed the new campaigns. After Sacha’s speech, it was time for the 2020 Trend Report’s debut. The video introduced an array of bold new looks, from angular crops with subtle colour flashes to elegantly wrapped ponytails to an edgier take on classic California-girl waves. A fleet of models brought the looks to life on the runway, the femininity of lace dresses compellingly juxtaposed with tailored separates and bold leather accessories.

“It’s a grown-up, sophisticated, elegant collection – one that hairdressers will love to create and our clients will love to wear,” Cos promised, while International Technical Artistic Director Siobhan Golden unpicked the “colour story” for the coming season. Awash with creamy blondes, metallic sheens and illuminating babylights, these pared-back shades felt like a much-needed palette cleanser. “It’s reflective of the evolution we’ve seen in hair, fashion and design,” she said. “Things are becoming more muted, there are more subtle tonalities.” The result? Tasteful, grown-up colour that feels far fresher than shouty, Insta-baiting hues.

The Toni&Guy Artistic Team filed on stage for a live demonstration, recreating seven key looks from the Trend Report: four women’s and three men’s styles. They introduced a variety of innovative but accessible cutting techniques, with a focus on experimenting with texture, and explained how to bring these cuts from the runway to the salon. The International Technical Team then revealed more about their forward-thinking approach to colour. One playful look, by International Technical Director Francesco Fontana, used perm rollers to create movement when applying the dye. “We were thinking about what we could do that hasn’t been done before,” he said. “So we created a colour using tools that are for texture instead.”

Interspersed with the tutorials, a series of special awards were presented to staff from around the world. Sloane Square’s Julian Markez was named UK Stylist of the Year, while the Global title went to Valery Lipen of Russia. Hemel Hempstead’s Richard Munslow accepted the UK Technician of the Year award with a huge grin, and Holland’s Kelly de Bruyn looked equally thrilled to receive the International equivalent. Birmingham sister act Serena and Yasmin Hussain shared the Brand Ambassador of the Year trophy, and the coveted Hairdresser of the Year title was bestowed upon the Australian Artistic Team.

label.m’s Keep It Real campaign then took centre stage. Celebrating 15 years since the range’s launch, the focus was on authenticity and uniqueness, with Toni&Guy stylists and the Academy’s go-to models in starring roles. As the black and white video played in the background, they made their way onto the runway, their 50s preppy meets athleisure ensembles brightening things up in a burst of amped-up pastels and neon accents.

In recognition of Toni&Guy’s ongoing partnership with London Fashion Week, a highlights reel showed off recent standout collaborations, including messy up-dos at Tata Naka, extreme hair sculptures at Pam Hogg and high glamour at Paul Costelloe. This set the scene for an exploration of editorial, fashion-forward hair, from a wrapped ponytail knotted with a Solomon braid to a trio of dramatic styles that played with shape and volume: a hairband effect crafted from the model’s hair, modern finger waves and a dazzling halo of natural curls.

These directional looks were the perfect segue for a jaw-dropping final act. Three models dressed in ethereal gowns of layered tulle floated down the catwalk, feathered segments woven into their hair to create looks worthy of a fairy tale. The lights then turned red as a new trio arrived, their hair in long braided styles embellished with striking silver hairpieces and accessories, wearing short, sculptured black dresses for an arresting contrast.

The scene shifted to the South Gallery Rooms, where Toni&Guy’s new CEO, Nigel Darwin, outlined his vision for the company’s future to a packed audience of global business partners. After a presentation showcasing the brand’s successes, Nigel shared the mission statement given to him by the Mascolo family. “The role was not to come in and carry things on; it was to write a new chapter,” he said. Toni would always want the business to be looking to the future.”

Dedicated staff would be the key to Toni&Guy’s future, he said, and the final part of the day – the Global Event Awards – recognised just that. Woking’s Sammi Bailey was presented with the Rising Star award, while Franchise Partner Charlotte Spearing received the trophy for Business Innovation. Toni&Guy’s Milano Monti salon was singled out for its design, before Toni&Guy Italy Co-Founders Charity Cheah and Sergio Carlucci received the Brand Excellence Award. Sarah Brown picked up the Client Excellence Award (presented by Pauline Mascolo, greeted with cheers from the crowd) for the Teddington team. The Global Education Award went to Japan, before the two awards for Salon of the Year were handed out, with Bristol taking the UK title and Paris Bastille receiving the International trophy. Nick and Claire Slorach were crowned UK Business Partners of the Year, then Frankie Chan from China was announced as Global Business Partner of the Year. After the final trophies had been given out, it was time for an emotional speech from the Mascolos – before a champagne toast to a new chapter.

  • Words: Katie Rosseinsky

  • Photography: Chazz Adnitt