The fringe benefits: Toni&Guy’s art director talks trends

Toni&Guy’s international art director Jon Wilsdon goes for the natural and effortless look. Courtesy Toni&Guy

In the fickle fashion world, where trends come and go in the blink of a glitter-shadowed eye, it has never been easier to sport the “current” hairstyle.

“It’s all about keeping things natural and effortless,” says Jon Wilsdon, international art director at Toni&Guy, during a flying visit to the UAE. “Hair is well conditioned, and curls – if you have them – are defined.

“We’re seeing a massive trend in mid-length and long hair. The most important thing is that it has natural movement.”

Born and raised in Manchester, England, Wilsdon’s interest in hairdressing was piqued at a young age thanks to an overenthusiastic stylist.

“I had long hair as a child and wouldn’t let anyone touch it,” he says. “Mainly because the mobile hairdresser would always cut it really short. So, as soon as I was able to say ‘no’, I did.”

Wilsdon learnt the ropes during a Saturday job at his local salon, and at 21 he embarked upon his tutelage with Toni&Guy, rising through the ranks to become a lecturer at the company’s academies in London and Manchester.

As international art director, he now travels the world taking part in seminars and ensuring the standard of hairdressing remains the same globally at Toni&Guy’s branches – including Dubai and Abu Dhabi.

Toni Mascolo, along with his brother Guy, founded the company in 1963. Now there are more than 475 salons in 48 countries.

Wilsdon, who has been creating catwalk looks for London Fashion Week for almost a decade, says “a contemporary 1970s look is a huge trend”.

“Think centre partings, texture to the front, gentle waves and fringes,” he says. “There are also a lot of cool crops about, which is a nod to 1970s punk rock.”

While Wilsdon predicts that the unfussy, relaxed hair aesthetic will remain popular in the short term, some styles remain ­evergreen.

“Geometric shapes are always going to be in fashion,” he says.

“The classics – such as precision and graduated bobs – are timeless. The ‘Purdey’ cut is something people still ask for today and, on the right person, it’s ageless.”

Wilsdon's penchant for iconic looks from the 1960s and 70s – which gave rise to the bob and British actor Joanna Lumley's look from her role as Purdey in the television series The New Avengers – has been noticed by the industry's big wigs.

Having submitted a series of photographs depicting his take on classic cuts, Wilsdon was named a finalist in the British Hairdresser of the Year competition, in the North Western England region. The outcome will be decided on November 28 in London.

“My styles are a good cross section of wearable and eccentric, more intricate cuts,” he says. “There are bold silhouettes, strong outlines and some long styles. It’s very exciting.”

When not jetting around the world or preening models for the catwalk, Wilsdon is happiest with scissors in his hand.

“Getting back into the salon is my favourite,” he says. “It’s the reason I first joined and I love the social aspect of meeting new people.”

Wilsdon’s list of famous clients remains a closely guarded secret but he’s happy to share his approach.

“It’s essential that a good stylist always focuses on the suitability of a cut to a client’s face shape and hair type – that’s what I do,” he says.

“Just because one style is trending or looks great on a certain celebrity, it doesn’t mean it’s for you. It’s all about being the best ­version of you.”