4 Looks from TONI&GUY X London Fashion Week Spring/Summer ‘24

TONI&GUY lent their talents to styling London Fashion Week Spring/Summer ’24, creating looks for Paul Costelloe, DI PETSA, Tolu Coker and Patrick McDowell and cementing the trends within that. Here are four stand out looks from backstage.

DI PETSA

International Artistic Director, Efi Davies, and the TONI&GUY Session Team created their take on the iconic TONI&GUY wet look, as if models were emerging from the sea. Label.m Sea Salt Spray and the Label.m Fashion Edition Gel, used to apply sand to the hair, evoked this beachside look, complementing a new print for the fashion label, as well as DI PETSA’s signature drapery in silks and meshes through vibrant and shaded tones.

Patrick McDowell

International Artistic Director Elle Page and the TONI&GUY Session Team created an undone textured look harking back to the 1920s and 1930s, with as a hero tool. The collection was inspired by British artist Glyn Philpot, celebrating Glyn and his queer identity through creative and highly crafted fashion.

Paul Costelloe

TONI&GUY’s Global Creative Director Cos Sakkas and the TON&GUY Session Team travelled back to the 1960s and 1970s, using products such as the Label.m Texturising Volume Spray and Hairspray, creating characters of “swans”, which were Truman Capote’s sophisticated circle of socialites. The collection presented this old school elegance in Irish linens, cotton and silk jacquards, pastels, smocking details, delicate ruffle trims and tweed.

Tolu Coker

Efi and the TONI&GUY team created 30 bespoke wigs for models that walked and danced on the runway, as inspired by how the designer’s mother would style her own hair during the 60s, but with a modern take, thanks to hero product Label.m Fashion Edition Ultimate Hairspray. The fashion collection showcases the unsung stories of British-Nigerian matriarchs, telling personal stories of migration and creating an intergenerational dialogue, with Tolu’s mother as the main character representing the revolutionary soul of British Nigerians and the stories of their cultures and communities in the late 60s and 70s.