The Tolu Coker x Toni&Guy collaboration for AW25 London Fashion Week catches our eye for giving our Big One winner Efi Davies plenty to do! As the International Artistic Director for the Toni&Guy brand, Efi lead a Session Team in creating quite ‘a look’ for designer Tolu Coker.
Efi Davies at Tolu Coker AW25 – London Fashion Week
The Hair
Efi and the team created playful double knot braids that embodied the ritualistic and symbolic nature of the clothing collection.
The hair had what Efi calls ‘a structured yet ethereal finish, evoking the intertwining of tradition and transformation’.
Importantly it looked to the Yoruba and European tailoring influences of the collection.
And special hero mention to the Toni&Guy LabelM styling products which helped bring about the looks!
The Clothes
Welcome to Ori – upon Reflection. This was an intimate exploration of fashion as a ritual. Inspired by the movement of Yoruba spirituality across the diaspora, Tolu’s presentation invited you to step beyond the spectacle of the runway and to honour the ‘process’ of the collection as much as the final piece.
The collection itself follows a spiritual dress code – from the flowing white garments of Aladura churches, to the structured forms of European tailoring – this collection reflects on the ways we assign meaning to clothing.
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