Toni&Guy DiscoveryLAB launch at London Fashion Week AW21

IT’S a wrap for the beauty industry’s trailblazers at Toni&Guy and their landmark DiscoveryLAB series reveal at London Fashion Week presented by Clearpay, and what a show it has been.

The Backward Vendor by April Mai image credit: April Mai AW21 collection

Born out of the global Covid-19 pandemic that has led to successive rolling lockdowns since March 2020, industry forerunners Toni&Guy were on the threshold of celebrating 15 years of partnership with the British Fashion Council when Fashion Week postponements and outright cancellations were becoming the norm. Not to be deterred the show has gone on in this year’s AW London Fashion Week to feature a digital collection of emerging designers in the debut DiscoveryLAB series.

“It has been absolutely fantastic to do the fashion films with the British Fashion Council in collaboration with Toni&Guy,” said brand’s international artistic director Efi Davies. “What a great opportunity it was to be creative and at the same time, support these fantastic and amazing designers.”

Daily overviews from 19-23 February on LFW hair trends, created by the brand’s session team were filmed in studio space provided at the new Toni&Guy Oxford Street academy London. The brand had received a British Fashion Council endorsement in 2013 for its label.m products and featured by many designers that took part in this year’s LFW.

“The collaboration with Toni&Guy was really natural,” said emerging fashion and textile designer Tolu Coker. “I feel they get the vision not just from the point of view of hair but in terms of the story I am trying to tell.”

Filmed at the new Toni&Guy academy were emerging designers including Deborah Latouche, Linus Leonardsson, Parnell Mooney, April Mai, Carlota Barera, Daniel Crabtree, Marie Lueder, Tolu Coker and Nicholas Palmer.

Sabirah image credit: Deborah Latouche AW21 collection

Lueder by Marie Leuder image credit: Toni&Guy

Daniel Crabtree image credit: Toni&Guy

Linus Leonardsson image credit: Anna Rosova

N Palmer by Nicholas Palmer image credit: N Palmer AW21 collection

Tolu Coker image credit: Tolu Coker AW21 collection

Emerging designers at the LFW AW21 show they may be, but Toni&Guy have helped launch success stories from Georgia Hardinge to Nicholas Kirkwood, Erdem and Christopher Kane.

Added trans-gender garment designer Carlota Barrera: “It is such an honour, a great opportunity to partner with Toni&Guy and the British Fashion Council. It is an exciting opportunity for young designers.”

Carlota Barrera image credit: Carlota Barrera AW21 collection

See all of the AW21 collections online at

Tags: London Fashion Week British Fashion Council DiscoveryLAB Toni&Guy #sabira #DeborahLatouche #linusleonardsson #RoryPMstudio #thebackwardvendor #AprilMai #CarlotaBarera #DanielCrabtree #Lueder #ToluCoker #NPalmer

Kim Mullahey

Kim Mullahey is’s Ireland Correspondent. She holds an honours undergraduate degree in Interdisciplinary Studies from the University of Chicago and has taught Adult Education Creative Writing Studies. Through a media career spanning nearly 25 years Kim has written and photographed regional news, national and international horse sports, fashion and lifestyle. Kim lives with her husband and son in Kildare Ireland, and a stray marmalade cat who has adopted the family.

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