London Fashion Week AW21 hair trend report

London Fashion Week AW21 hair trend report

International Artistic Directors Cos Sakkas and Efi Davies share the hair trends to know ahead of the upcoming AW21 season

London Fashion Week’s first fully-digital showcase saw fashion designers look to new innovative ways of presenting their AW21 collections. From ballet dancing, to live paintings and even dystopian narrative storytelling, designers weren’t afraid of being brave and bold. 

In response to this, the Toni&Guy Session Team worked collaboratively with designers to devise hair looks that were reflective of the collections without overshadowing the clothing. International Artistic Directors Cos Sakkas and Efi Davies share their insights into the hair trends seen at London Fashion Week that we can expect to see trickling down into a hair salon near you. 

Natural hair 

“We worked with designers to embrace the model’s individual, natural hair texture without overpowering the designer’s collection,” says Cos. Toni&Guy worked in collaboration with DiscoveryLAB designers Sabirah, Tolu Coker and N Palmer to enhance each model’s natural hair. At each show, the team crafted an individual take on a braided style, from elegant elongated ponytail styles to glossy moisturised braids. To make sure braids retained natural moisture a liberal helping of label.m Rejuvenating Radiance Oil was used to lock in hydration. 

Elegant silhouettes

“At Paul Costelloe we created elegant crafted chignons in the nape,” says Cos. The Toni&Guy Session Team embraced the craftsmanship of the classic chignon, with a strong, tailored, low side-parting which worked harmoniously with the silhouettes and tailoring of the collection. Smooth and sleek styles were also seen at Erdem in the form of low ponytails. To recreate the look prep with label.m Volume Mousse for texture and structure, before sculpting the fringe with label.m Hairspray. Apply label.m Therapy Rejuvenating Radiance Oil through the ends before affixing into a chignon. 

Avant-Garde rebel

“At IA London’s AW21 presentation we create a beautiful andrognous feel,” says Efi. An editorial, scraped back, textured and gender neutral style was dramatized with a wash of colour to produce a fashion-forward hair look. Avant-garde hairstyles were also seen at Simone Rocha with gravity-defying sculptural braids. To produce IA London’s look, prep hair all over with label.m Volume Mousse in the direction of styling before using a comb to scrape hair away from the face and apply label.m Hairspray to blend the short layers together.


Undone texture 

“Toni&Guy Academy Educator, Sam Elliot worked with the model’s natural hair to create a variety of looks and textures,” says Efi. At the DiscoveryLAB presentations for Daniel Crabtree and Carlota Barrera the Session Team produced wearable styles, playing with the idea of lived-in texture. This season texture is drier and grittier, almost grungy in style. To get the look use the Thickening Tonic to create piecey definition with a matte finish and plenty of hold. 

  • Words: Rebecca Parker