Toni & Guy - Look Book: Artelier Collection 2012/2013

Official sponsor - London Fashion Week. "Artelier" takes its name from the French word for "artist's studio". "Artelier" is an eclectic mix of inspirations from the "Toni & Guy" International Artistic Team, who created ten definitive cut and eight colour techniques for 2012/2013.

Transforming ready-to-wear shapes into a couture cut – classic ideals are transformed with internal disconnection that loosens and releases hair to create interesting texture and ultimate versatility – for multiple ways-to-wear style.

Shattered perimeters, cross-reference strength and femininity, creating unique shapes for a bespoke feel. High-impact fringes are the ultimate accessory featuring in a multitude of lengths – from uber short and progressive, to longer side sweeping detail.

Colour is worn as an "accessory" of the cut in a multiple hues from expensive bespoke blondes, to strong graphic colour placements inspired by the graphic digital print work of designers including: Peter Pilloto and Alexander McQueen. Classic techniques are used in new innovative ways to create a nu-wave of balyage and ombre - create shaded roots that stretch through to the perimeter for a multi-tonal, translucent – less obvious finish.

Reflective of the "Toni & Guy" philosophy of "Toni & Guy" education, mentoring and sharing of knowledge and skills – Atelier is the definition of the International Artistic Team’s collective creativity. "Artelier" is also reflective of the brands synonymous relationship with Fashion and it’s unique position as the "Official Sponsor of London Fashion Week". The collection today features key pieces from current British Designers, many of which we work with at London Fashion Week where we create the hair for over 70 designers each year.

Produced in conjunction with L’Oreal Professionnel and Wella Professionals – "Artelier" embraces the "Toni & Guy" philosophy of continual education and evolutionary fashion-led hairdressing.

Toni and Guy Mascolo opened their first hairdressing salon in South London in 1963. It was an ambitious move for the two brothers. Their family had only emigrated to England seven years previous, yet Toni and Guy, still only in their late teens, had gained the confidence to start up their own business. They had been taught both the skills of hairdressing and how to maintain a happy clientele by their father Francesco, who was himself a hairdresser of tremendous talent.

Within a few years Toni and Guy had been joined in the business by their younger brother Bruno and the family had opened two further salons in South London.

In 1972 the brothers opened a salon in Davies Street, just off Berkeley Square in Mayfair. It was a time when sharp, geometric haircuts were the fashion but "Toni & Guy" offered a more "commercial" feminine slant to this hairdressing movement and their highly individual, feminine haircuts were soon a great success. "Personalised" to suit each client and with a philosophy that each client should be treated as an individual and that her hair should suit her own facial shape, fashion taste and lifestyle, TONI&GUY created a maxim by which they have continued to work.

The mid 70’s saw the beginning of flamboyant hairdressing shows and the Mascolo brothers quickly found that they had a forte for demonstrating on stage and of sharing their ideas. A demand was created both in the UK and abroad. As well as Australia there are Salons situated throughout the USA and Europe.

The great advantage which "Toni & Guy" have, is the strength of their family.