Toni & Guy celebrate style expression with new Connected Campaign

TONI & Guy, the London Fashion Week official partner has launched the Connected Campaign in a celebration of style ownership and self-expression.

The campaign has been launched as a creative tool for self-care in light of the widespread uncertainty in light of the pandemic which has brought restrictions to many areas of everyday life.

Toni&Guy Connected Utilitarian


“In a world where perhaps we can’t always be together physically we wanted to express the world of inspirational hair to everyone,” said Toni&Guy Global Creative Director Sacha Mascolo-Tarbuck. “Our aim is to open doors to a network of like-minded souls.”

The Connected Campaign marks the launch of three distinctive inspiration styles, ‘Utilitarian’, ‘Keeping It Real’ and ‘Reverie’ and each collection is designed to celebrate hair paired with the brand’s creative techniques while fulfilling each client’s individual individuality and needs while reflecting the brand’s recognition that haircare is a key support to wellbeing. The collection is designed to enhance and complement natural client colour, texture and personality.

Toni&Guy Connected Keep It Real


All three inspiration styles can be found online at along with opportunities to explore the cuts.

Sacha Mascolo-Tarbuck added: “Through images we have brought our own highly distinctive global family together via the lens of education, (the) label.m (brand) and the salon itself. We wanted to express the world of inspirational hair to everyone.”

Toni&Guy Connected Reverie


Tags: Toni&Guy, Toni& GuyConnected, #label.mhaircare


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