TONI&GUY has released its 2026 campaign, Edition One, a forecast of what’s fueling global hair trends in the coming year.
The seven hair looks in the collection were crafted by Global Creative Director Cos Sakkas and the TONI&GUY International Artistic Team using the brand’s LABEL.M hair-care line.
Inspiration came from the team’s work at major Fashion Weeks throughout 2025, the brand says, calling the campaign “where fashion, hair, and culture converge.”
The looks provide fuel and inspiration for TONI&GUY stylists in 554 salons throughout 34 countries, according to the brand, and will be taught to thousands of stylists worldwide by the TONI&GUY education team.
Here are the 7 looks along with the brand’s commentary about each.
CONTOUR CUT: CURLY & STRAIGHT
This Contour Cut is designed to enhance the face frame and shape the features, with cheekbone-focused detailing that flatters from every angle. The cut is versatile and regardless of hair texture, it consistently delivers a finish with movement and bounce.
The version on the left enhances Ludmilla’s curls and natural texture, while the version on the right has effortless movement and a cool lived-in texture.
TRIXIE
Short hair is a bold statement of confidence, and Mia’s pixie cut perfectly balances precision with soft, airy texture to highlight her features. Inspired by the TONI&GUY transient technique and the iconic pixie, this version of the Trixie is a gentle, grown-out take on the timeless crop.
SUPERMODEL CUT
Inspired by the iconic 90s supermodel aesthetic. Maria’s softly lifted layers create natural, glossy movement and body throughout, while a Kate Moss–inspired undone texture adds an effortless, lived-in edge.
HALO CUT
Bold, free, and effortless, the Halo Cut celebrates natural curls with moisture-rich styling, using LABEL.M Curl Activating Lotion and Curl Define Cream for soft, defined shape, and finishing with Rejuvenating Radiance Oil for frizz-free shine and naturally bouncy volume.
CHIC CROP
Yente’s Chic Crop re-invents the classic cut with an undone, effortless take. It’s understated, chic, and iconic —perfected with LABEL.M Fashion Edition Texturising Volume Spray for movement and Fashion Edition Ultimate Hairspray for a light, long-lasting hold.
MOD CUT
Eden’s bespoke version of the Mod Cut has a cool, lived-in texture, brought to life by LABEL.M Fashion Edition Sea Salt Spray for definition and frizz control and finished with Matt Paste to sculpt and refine.