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TONI&GUY X London Fashion Week


Backstage at London Fashion Week with TONI&GUY Artistic Director, Sam Elliot…

Charles Jeffery Loverboy London Fashion Week Show

We head backstage at London Fashion Week with TONI&GUY’s Sam Elliot as he creates the Spring/Summer ‘25 look for Charles Jeffrey Loverboy using label.m Professional Haircare. 

The Collection

10 is a visual and material milestone in LOVERBOY’s history, a meditation on the enduring themes and temporalities that shape our universe. For SS25, LOVERBOY’s design process was led by consideration of the ways that clock-time shapes, social life and thus becomes tied to expectation and notions of respectability. Nods towards nightwear and undergarments jostle against references to formality and outerwear, in a muddling of sartorial codes of labour and leisure, public and private. Through drape and deconstruction, LOVERBOY has sought to cultivate a sense of becoming and undoing, evoking clothing pulled hurriedly around the body and the gradual unravelling of a look over the course of a day. Ringed eyes and tousled hair hint further at the realm of slumber, refracted through a distinctly post-punk sensibility. 

The Hair 

International and British Men’s Hairdresser of the Year, Sam Elliot headed up the TONI&GUY Session Team and brought to life LOVERBOY’s vision. The hair focused on imperfected silhouettes and worked with natural textures, creating sculpted irregular shapes and anti-gravity hair. The key to creating these styles is label.m’s Haispray and Texturising Volume Spray, the ultimate backstage heroes for creating runway ready hair. The bolder the better!

The Products

  • label.m Hairspray 
  • label.m Texturising Volume Spray

label.m Professional Haircare is available in all TONI&GUY and label.m salons worldwide. To find your nearest stockist, click here

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