Showcasing creative vision and technical artistry.
Published:TONI&GUY brought its latest creative work to the Salon Live stage at Salon International 2026, presenting an immersive showcase of cutting, colour, fashion and avant-garde hair artistry.
Led by CEO Sacha Mascolo-Tarbuck and Global Creative Director Cos Sakkas, the presentation brought together the brand’s International Artistic Team to explore the relationship between salon techniques, education, product innovation and fashion.
The show opened with Mascolo-Tarbuck and Sakkas unveiling Our World, TONI&GUY’s new global brand campaign and creative platform.
Reflecting the breadth of the brand’s work, the campaign sets the direction for the year ahead, bringing together education, professional salon techniques, fashion and creative expression.
The International Artistic Team also presented its academy collection, TONI&GUY Elements, celebrating individual expression, collaboration and craftsmanship.
Inspired by the spirit of the 1990s, the collection featured raw, lived-in textures, expressive colour and contemporary cutting techniques. The looks demonstrated how diverse influences and individual perspectives can be translated into distinctive hair artistry through technical skill and creativity.
The showcase unfolded across four creative worlds, each highlighting a different aspect of TONI&GUY’s expertise.
The Editorial presentation explored the brand’s longstanding relationship with fashion, taking audiences behind the scenes of its work at London Fashion Week. It demonstrated how runway hair trends can inform contemporary editorial styling and salon looks.
The Hair Like LABEL.M campaign brought hair, beauty and fashion together through live demonstrations of LABEL.M products. The presentation highlighted how product innovation and professional expertise can be used to create modern texture, movement and finish, while allowing individual expression to remain central to the look.
The show concluded with an avant-garde presentation that pushed the boundaries of conventional hair design through sculptural shapes, bold silhouettes and experimental styling.
Combining technical precision with artistic expression, the finale positioned hair as a creative medium in its own right and rounded off a showcase spanning commercial salon work, fashion-led styling and more experimental approaches.
Across the presentation, TONI&GUY demonstrated the breadth of its creative offering, connecting its salon work and education with its presence in the fashion industry.
Founded in 1963 with a single salon in Clapham, London, TONI&GUY now operates across 40 global markets, with 680 salons worldwide. The brand has been the Official Partner of London Fashion Week for 19 years, reflecting its longstanding connection with the fashion industry.
Its Salon International 2026 showcase continued this focus, bringing together technical expertise, education, product development and creative direction in a presentation designed to inspire professional hairdressers.
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