About The Brand

Steeped in British and Italian heritage, salon brand Toni & Guy has become world renown for personalizing hairstyles with precision cuts, and combining them with the process of Italian finishing. But even with the prestige earned through its empire of salons, product lines, media channels, and more recently, an esteemed presence in the fashion industry, the brand desired a level of attainability that would serve as a counterbalance to its own distinction.

Having secured partnerships with the Vogue Fashion Fund, the British Fashion Awards and multiple fashion weeks, the brand wanted to put thoughtful consideration into its festival and concert-going friends and ensure that they wouldn't feel polarized — particularly those loyal to the its Bedhead and Catwalk labels.

Balancing Distinction and Accessibility

For Toni & Guy, we decided to bring the runway into everyday, introducing DIY hairstyle videos that could be easily recreated at home — including an exclusive hair braiding tutorial made specially for those participating in Glastonbury, Bestival or any number of the UK festivals taking place that season. The campaign also featured tours of their Venice-based offices and private salon for readers to experience first-hand the heritage, history, stories and faces at work behind the scenes of this legendary and forward-thinking brand.

Lisa Knox, head of TONI&GUY's brand marketing, wears a boutique find from some of her travels.

New York transplant and head of Marketing Caroline Mascolo styles basic neutrals with a fur vest and studded sandals.

Creative Director of the Americas Zack Mascolor inherited some major style genes from the original founders.

Photos by: Stacey Nguyen of Trendy Outings.