The tie-up will see the LFW logo appear on the haircare brand’s “label.m Professional Haircare” range when it launches in the UK this September. It will then go on to be sold in over 5,000 Toni&Guy and label.m salons across 41 countries during 2014.
It builds on a partnership first formed in 2004, when Toni&Guy became a LFW partner, and will be promoted through the hairdresser’s ongoing sponsorship of the event alongside online and in-store activity. Additionally, the venture will help highlight Toni&Guy’s 50th anniversary.
Caroline Rush, chief executive of the British Fashion Council (BFC), says the deal marks a “turning point” in the way the organisation has previously operated and will help increase international exposure and revenue opportunities in the coming months.
She adds: “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.”
The BFC has previously opted to strike more content-led deals with publishers and traditional sponsorship deals around LFW. It is hoped that by giving the brand a physical presence it will accelerate plans to take it to a wider audience and boost revenues.