TONI&GUY Mainstage event made a grand return, showcasing an impressive blend of hair artistry, innovation and fashion. Held at The Outernet in central London, this highly anticipated annual gathering celebrated the brand’s top creative talents. Read along to know what unfolded at the event.
On October 27th, TONI&GUY’s Mainstage event made a grand return. This year’s edition was held at HERE, The Outernet, in central London. It featured the brand’s top creatives, emphasising their commitment to avant-garde techniques, trendsetting styles, and partnerships within the global fashion community.
Focused on the brand’s 2025 campaign, House of TONI&GUY, the event captured the brand’s signature blend of salon expertise, education, LABEL.M products, and fashion. The Outernet’s interactive wrap-around screens and immersive 360-degree digital tunnel added a dynamic touch to bring this vision to life.
CEO, Sacha Mascolo-Tarbuck welcomed 1,200 guests to the event. He emphasised some of the achievements over the last one year, including global sustainable awards for LABEL.M and creative awards won around the world. “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 opened with an exclusive preview of TONI&GUY’s 2025 campaign, House of TONI&GUY. It showcased the brand’s trailblazing style, bold innovation, and unwavering passion for remarkable hair.
London Fashion Week
Guests were treated to an exclusive preview of the standout styles from this season’s London Fashion Week. TONI&GUY’s team provided a glimpse into the major trends expected for SS25.
LABEL.M
The 2025 collection by LABEL.M, titled Empowering Me, shifted the focus from the brand empowering its clients to inspiring clients to empower themselves, using the personalised haircare range from LABEL.M.
Men’s
Mainstage 2024 emphasised men’s styling. It showcased everything from sharp haircuts to contemporary grooming techniques. Artistic Directors Dexter Johnson and Men’s Hairdresser of the Year Sam Elliot presented an array of diverse trends in men’s fashion.
Cos Sakkas 2024 British Hairdresser of the Year Collection
Cos Sakkas, the acclaimed Global Creative Director of TONI&GUY and two-time British Hairdresser of the Year, graced the stage at TONI&GUY Mainstage to unveil his latest collection, Eclipse. Renowned for his visionary style and meticulous attention to detail, each look masterfully combined artistry with technical expertise, reinforcing his status as a leader in the hairdressing industry.
Avant-Garde
In a captivating finale, International Artistic Director Efi Davies presented a breathtaking showcase of creative brilliance that embodied TONI&GUY’s innovative spirit. Models graced the runway with bold, sculptural hairstyles that seamlessly blended art and fashion, while aerialists wowed the audience with stunning mid-air performances.
Awards at TONI&GUY Mainstage
The TONI&GUY Awards recognise the very best stylists, visionaries, creatives and salons from across the world:
TONI&GUY GLOBAL CREATIVE IMAGE
Presented by: Cos Sakkas, Global Creative Director
Winner: Australian Art Team
2024 RISING STARS
Presented by: Cos Sakkas, Global Creative Director
Winners:
1st Year Blow Dry – Lily Farrow, Covent Garden
1st Year Hair Up – Ekaterina Kim, Teddington
2nd Year Future Foundation Cut & Colour – Sophie Mai Gouldbourne, Clapham Junction
3rd Year Creative Cut & Colour – Isabella Sutcliffe, Manchester
LABEL.M DISTRIBUTOR OF THE YEAR
Presented by: Eamonn Boreham, LABEL.M Global Commercial Manager
Winner: Czech Republic
TONI&GUY LABEL.M SALON OF THE YEAR
presented by Eamonn Boreham, LABEL.M Global Commercial Manager
WINNER:
Bracknell : Highest Retail
Milton Keynes : Highest Growth
TONI&GUY UK SALON OF THE YEAR
Presented by: David Higgins, L’Oréal Professional Products
Winner: Gosforth – Samantha Tazey
TONI&GUY GLOBAL SALON OF THE YEAR
Presented by Sacha Mascolo-Tarbuck, CEO
Winner: Cherry Reynes, Philippines
OUTSTANDING ACHIEVEMENT
Presented by: Sacha Mascolo-Tarbuck, CEO
Winner: Tim Avory, Group
