“We are the first ever hair brand to host a music festival!” TONI&GUY Global Creative Director, Sacha Mascolo-Tarbuck announced from the huge catwalk, in the centre of the enormous tent in the middle of Knebworth. I always thought the TONI&GUY 50th anniversary would be something special, but I had no idea of the scale.
Over 4000 staff, partners and friends from across the globe were led in to the arena by a the Heavy Cavalry and Cambrai Band and guests were welcomed with a live DJ set by designer Giles Deacon before the company awards started the evenings proceedings.
There were pamper zones courtesy of L’Oreal, Essie, Shu Uemura and GHD’s airstream bus. Understandably, the label.m Pamper Lounge was popular, offering drinks and the opportunity to have your hair sprayed pink with the brand’s amazing new product: Powder Pink Spray (RRP £9.95 150ml). The current catwalk trend for technicolour locks has been championed by models such as Charlotte Free and Chloe Norgaard and I couldn’t wait to have lovely pink lengths. I was surprised at how well it worked on my mid-brown hair and will definitely be introducing it into my everyday routine! Why not have pink hair on a weekday? It would certainly cheer up a boring Monday.
The festival line-up was kept secret until the last minute but included Beardyman, Iggy Azalea, Labyrinth and Tinchy Stryder. An awards ceremony and fashion show (recreating iconic looks from each decade of TONI&GUY) preceded the music and it was great to see so much enthusiasm for a brand. Toni and Guy hairdressers from all over the world attended, along with press and bloggers in their droves.
There were even fairground rides, and later on in the evening I plucked up the (Dutch) courage to go on the big wheel!
Understandably proud, Sacha Mascolo-Tarbuck, says:
“50 years is an impressive achievement for any brand and I am particularly proud to say that it is through my father’s hard work and dedication to every salon that we are still here today. After spending almost a year trying to create an event worthy to mark such an auspicious occasion, my aim was to include every single member of staff from across the globe to come together and celebrate something unique. This festival was all about paying respect to what has been but also looking firmly forward to the next 50 years and what they will bring.”
I hang with Giles