TONI&GUY Presents 4 Looks from London Fashion Week 2025

TONI&GUY took over this year’s London Fashion Week’s as the pinnacle week’s official sponsor, creating artistic looks for Paul Costelloe, Di Petsa, Tolu Coker and Maxmillion Raynor.

For Paul Costelloe, TONI&GUY’s Global Creative Director and current British Hairdresser of the Year, Cos Sakkas, led the Session Team backstage at The Waldorf Hilton, for a look described as “refined, yet powerful”.

Complementing an equestrian inspired fashion collection, the hair brief created a sleek, disciplined ponytail to evoke the precision and elegance of dressage. Intricate micro-French braids in the back of the look and a bonding wrap detail at the nape of the neck showcased sculptural elements, reflected in the strength and structure of the fashion design. An Autumnal palette of chestnut browns, amber yellows and winter creams accompanied a unique, equestrian themed, modern print.

For Di Petsa, TONI&GUY International Artistic Director, Efi Davies led a show at 180 Strand, where the hair was left long with an ethereal texture that expressed movement, flow and desire, thanks to LABEL.M Curl Define Foam as the hero product.

The team extended natural hair with wigs, complementing a collection that reflected divine femininity, empowerment and sensuality, titled Amourous Waters.

For Tolu Coker, Efi led the TONI&GUY Session Team to create playful double knot braids that embodied the ritualism and tradition of the collection, which utilised Yoruba and European tailoring influences. Titled Welcome to Ori – Upon Reflection, the collection followed a spiritual dress code, referencing the white garments of Aladura churches as inspired by the movement of Yoruba spirituality across the diaspora.

Finally, Maximillion Raynor saw Efi create an innovative, high-fashion look in Shoreditch. The team created an organic look by enhancing the models’ natural texture, then used latex caps to add an Avant Garde, alien-like quality in a futuristic aesthetic. The collection, titled Welcome To The Un-United Kingdom placed the show in the year 3025 in an apocalyptic, technologically driven world.