A team effort

Sugar Culture

Founder Mark O’Keeffe and the Sugar Culture Artistic Team discuss the process behind their show, Magical Realism, centred on escapism as viewers are invited to climb into the wild and wonderful world of art, hair and fashion.

How do you begin the creative process for a project like this?
Some of the Artistic Team sit down together, shooting ideas at each other and seeing what sticks, and we then develop those ideas. There’s no secret formula; it’s purely brainstorming and building on those concepts. When we have some ideas we bring them to the full team.

Once we have established a storyline, the team builds on it with moodboards and ideas. L’Oréal Professionnel Paris has an incredibly experienced team; we have worked with choreographer Gareth Walker for three out of our four of our previous shows. Across all of our different strengths we pull the show together.

Toni&Guy

International artistic directors Cos Sakkas and Efi Davis are joined by international technical directors Siobhan Golden, Francesco Fontana and Jo O’Neill to talk about Vantage, a digital world where high fashion collides with ethereal drama.

How do you begin the creative process for a project like this?
Efi had a beautiful vision for the videography and fashion styling, so this was our starting point. We had initial team meetings where we discussed our own interpretations and then delved deeper into the research and colour story we wanted. We worked with three acts that represent the three strong elements at the heart of Toni&Guy: London Fashion Week, editorial and avant-garde. We also wanted to incorporate hair we know our clients love, consumer-friendly and commercial but with an editorial edge.