TONI&GUY Hair Meet Wadrobe, is the instigator of the “dressing from head down” philosophy, having created some of the hottest hair fashion trends on London catwalks for the past few seasons. Britain’s most celebrated hair-styling brand, TONI&GUY Hair Meet Wardrobe, collaborated again with Pakistan’s top fashion platform, FPW 6, showcasing relevant LFW S/S14 looks on our local catwalk. The three TONI&GUY HMW looks featured over three days were Glamour, Classic and Casual through leading designers Shehla Chatoor, Maheen Karim, and Sadaf Malaterre, using celebrities as their muse to embody the TONI&GUY Hair Meet Wardrobe philosophy. The hair styling was done by the Artistic Director of TONI&GUY, Saeeda Mandviwalla and her team.
Brand Manager, TONI&GUY HMW: Sneha Khawaja:
“This year we came up with an exciting campaign truly celebrating the head-to-toe philosophy of the brand on both red carpet, backstage, and on the catwalk. To maintain excitement and curiosity with our key fashion personalities, a different designer, celebrity muse and relevant LFW S/S14 hairstyles using TONI&GUY HMW styling products were revealed in our TONI&GUY HMW Lounge. Changing the reveal lounge furniture and set up each day was vital to having our audience feel the different attitudes that persist throughout some of our eclectic styling ranges in the local market: Glamour, Classic, Casual.” Unilever Pakistan is proud to have such a renowned and eclectic haircare and styling brand in the local market. Going forward we are excited to engage with more fashion-centric platforms, hoping to further bridge the gap between hair and wardrobe, showing people to not only make a statement with their fashion, but also with their hair.”
The S/S14 looks were revealed all the three days of the fashion week at the TONI&GUY HMW reveal executed by Amina and Anisa Rashid Khan of RAKA. The main attraction of fashion week for all the designers, celebrities, fashion editors and socialites was the TONI&GUY HMW reveal lounge, hosted by the popular Adnan Malik and Frieha Altaf. Britain and brand inspired, the reveal lounge had a black & white checkered floor with a fun, branded photo-phone booth, giving the attendees the feeling of London Time Square and capturing their fashionable memories from the event in a fun, quirky way. Each day the reveal activity was followed by a ramp show showcasing the capsule collections of Shehla Chatoor, Maheen Karim and Sadaf Malaterre for TONI&GUY HMW Show. The TONI&GUY HMW show was choreographed by renowned Frieha Altaf.
Day 1: TONI&GUY HMW featured Shehla Chatoor’s collection, styled using the Glamour HMW range. Shehla has always been associated with edgy and glamorously impactful ensembles, so it was a perfect match. The hairstyles created by Saeeda Mandvivalla and team showcased playful volume with the hero product as Glamour Moisturizing Shine Spray. The beautiful and glamorous Humaima Malik was Shehla Chatoor’s muse for the night and showstopper on the catwalk. The idea behind this capsule collection was to showcase the philosophy of TONI&GUY HMW that the hair can be wear as an accessory and with the perfect wardrobe you need a perfect hair style to make it a hit.
Day 2: TONI&GUY HMW featured Maheen Karim’s collection, styled using the Classic HMW range. Maheen Karim’s evening wear was the epitome of Classic elegance. Maheen’s brand is known to adorn numerous Pakistani & Foreign celebrities in universally classic ensembles with emphasis on luxury and silhouette. The hairstyles showcased statement side-parts with touch of nautical waves, as hero product is Classic Shine Serum. The collaboration of TONI&GUY HMW range, hairstyling by Saeeda and team, and the Classic wardrobe of Maheen Karim were fabulous received by huge applause from the audience. The multi- talented Ayesha Omer was the muse for displaying the HMW Classic head to toe look.
Day 3: TONI&GUY HMW featured Sadaf Malaterre’s collection showcasing the Casual HMW range. Sadaf is no stranger to the Fashion Industry making the transition from being on the ramp to sending her creations on it. Sadaf Malaterre has managed to develop a line which is colorful and festive. Her clothes make you feel young, sexy, and edgy, especially with TONI&GUY HMW casual range products which makes the confident woman of today stand apart from the crowd. Anoushay Asharaf was the celebrity muse that embodied the HMW Casual head to toe look.
“My vision was to give all the girls and guys out there the products, tools and techniques to stay on trend and blend wardrobe with hairstyles, from head to toe or root to tip” Said Saeeda Mandviwala, Artistic Director TONI&GUY