TONI&GUY Masterclass at Salon International 2024

Cos Sakkas introduced PROVOKE, the new collection that challenged attendees to provoke their imagination and creativity. The TONI&GUY technical team then took the stage to discuss the collection's three runway-inspired colour stories: naturals, vivids, and pastels. The team showcased the three key colour techniques - veils, dimensions, and edges – used across the different colour stories to create a cohesive look and feel. These colour trends were inspired by the colours and textures of fabrics from shows like Armani, Gucci, Prada, Saint Laurent, and Valentino.

The Technical team demonstrated the Dimension technique, which involved layering colours for a multi-dimensional finish, while the Veil technique offered a contemporary twist on an existing technique, reflecting the ever-evolving nature of fashion trends.

The TONI&GUY Creative Men's team shared their new PROVOKE men's campaign, highlighting key trends like Bold Expression – Terracing, inspired by Y3 campaigns, and Subtle Sophistication – The Lost Boys, influenced by seamless elegance tailored to individual preferences. The team demonstrated fades, freehand scissoring, and scissor over comb techniques to bring the men's collection to life on a variety of hair lengths and textures, all styled using Label M products.

Attendees were transported backstage at London Fashion Week through a captivating video showcasing the myriad of shows for which TONI&GUY crafted stunning hair looks. The brand then presented its editorial collection with the TONI&GUY Session team, highlighting collaborations with various fashion houses and the importance of basic styling skills.

To conclude, the TONI&GUY styling team discussed the Rebel X trend, a mindset shift inspired by Charles Jeffrey and Valentino's textured punk vibe. The Velair technique, inspired by Stella McCartney and Viktor & Rolf, emphasised playing with proportions. The Mod trend, influenced by the cultural movement, rounded out the PROVOKE collection.

The TONI&GUY masterclass was a journey through fashion, decades, and thought-provoking trends and techniques, culminating in a fashionable finale that would rival any international fashion week.