TONI&GUY Mainstage 2024 Showcases London’s Best Stylists
TONI&GUY’s Mainstage event returned with a spectacular celebration of hair artistry, innovation, and fashion, again establishing itself as one of the industry’s most highly anticipated annual events. Held at HERE, The Outernet in central London, this year’s Mainstage brought together the best of TONI&GUY’s creatives, highlighting their dedication to cutting-edge techniques, trendsetting styles, and collaboration with the global fashion scene.
With a strong focus on the brand’s 2025 campaign, House of TONI&GUY, the event embodied the brand’s unique alchemy. Salons, education, LABEL.M, and fashion were all brought to life through The Outernet’s interactive, wrap-around screens and immersive 360-degree digital tunnel.
CEO Sacha Mascolo-Tarbuck welcomed 1,200 guests to the event, highlighting some achievements over the past 12 months, including global sustainable awards for LABEL.M and creative awards won worldwide. “We are creating a modern legacy for our future generations,” Sacha enthused. “We’re not just writing our next chapter; we’re writing our next book!”
House of TONI&GUY
The show began with an exclusive preview of TONI&GUY’s 2025 campaign, House of TONI&GUY, which shines a dynamic spotlight on the brand’s pioneering style, dynamic innovation, and deep passion for stunning hair.
London Fashion Week
Guests enjoyed an exclusive look at the styles that dominated London Fashion Week this season, with TONI&GUY’s team delivering insight into the most prominent trends for SS25.
LABEL.M
LABEL.M’s 2025 collection, Empowering Me, shifted the focus from the brand empowering its clients to encouraging them to empower themselves through its personalized haircare range.
Men’s
Mainstage 2024 strongly focused on men’s styling. From sharp cuts to modern grooming techniques, Artistic Directors Dexter Johnson and Men’s Hairdresser of the Year Sam Elliot presented various men’s trends.
Cos Sakkas 2024 British Hairdresser of the Year Collection
Cos Sakkas, TONI&GUY’s celebrated Global Creative Director and two-times British Hairdresser of the Year, took to the stage to showcase his latest collection, Eclipse. Known for his visionary approach and attention to detail, each look bridged artistry with technical precision, demonstrating why he continues to be recognized at the forefront of the hairdressing industry.
Avant-Garde
In a fitting finale, International Artistic Director Efi Davies delivered an awe-inspiring display of creative ingenuity that encapsulated TONI&GUY’s ingenious spirit. Models came down the runway wearing bold, sculptural hair creations that fused art with fashion while aerialists performed mid-air tricks.
