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TONI&GUY in Exclusive Product Sonsorship Deal with LFW

Tuesday, 13 August 2013 10:28

An important announcement from TONI&GUY: from September 2013, their Professional Haircare range, label.m, is joining forces with the British Fashion Council in an exciting partnership deal.  


London Fashion Week has, for the first time ever,  name to a product line as part of an official product endorsement deal: in a unique collaboration, the label.m Professional Haircare range will feature the official LFW logo on all its packaging. The specially branded product will be sold in over 5,000 TONI&GUY and label.m appointed salons across 41 countries, providing an innovative new platform for connecting with international markets.

TONI&GUY and label.m enjoy a huge global brand identity , so the branding will mean that London Fashion Week will gain even greater exposure and awareness for new audiences overseas. A percentage of profits from the sale of each specially branded product will go back to the British Fashion Council in order to help ensure future support and growth for the British fashion industry, which is currently worth over £21 billion to the UK economy. This collaboration cements a relationship that was established back in 2004, when TONI&GUY first became an Official London Fashion Week Sponsor. It also exemplifies TONI&GUY and the BFC's mutual drive to promote creativity, innovation and excellence, and their commitment to harnessing new marketing channels.

The London Fashion Week label.m Professional Haircare range will be launched in the UK from September 2013 at London Fashion Week, and in TONI&GUY and appointed label.m salons, with a planned global roll-out during 2014.

Caroline Rush, CEO, British Fashion Council: “This commercial collaboration marks a turning point in the way we have previously operated. By rolling out an exclusive branded product, we will be directly engaging with the consumer and sharing the London Fashion Week ‘behind-the-scenes’ expertise with the global market. With its emphasis on innovation and education, the sensibilities behind the TONI&GUY brand make this the perfect partnership for us.”

Jenico Preston, Head of Sponsorship, British Fashion Council: “We want to ensure that we’re leading the global fashion industry by identifying and developing new ways in which to leverage commercial value from the London Fashion Week brand. This collaboration with label m. allows us to increase our exposure and raise valuable revenue that can then be invested back into the growth of UK designer businesses.”

Sacha Mascolo-Tarbuck, Global Creative Director, TONI&GUY: “I am extremely proud of our close association with the British Fashion Council and the fact that we are approaching a ten-year anniversary of supporting emerging, as well as existing design talent. It gives me great pleasure to be able to extend the partnership in a way that now involves our product line, and which is a first within the industry.”

James Tarbuck, Global Brand Director, TONI&GUY: “It’s always a joy to work with a body who are open to embracing and implementing new ideas and concepts. Our new initiative builds on TONI&GUY's current LFW sponsorship to include a brand-endorsing element with label.m, and is also a fantastic way to highlight 50 years of TONI&GUY as a global story."




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