Toni&Guy partners with fashion brand i-am-chen for new AW18 collection

By Becky Bargh | Published: 19-Sep-2018

To mark the collaboration, the designer brand’s clothing will appear in a Toni & Guy ad campaign and its patterns will feature on label.m packaging

Hair care brands Toni&Guy and label.m have announced a partnership with fashion label i-am-chen.

Designed by Zhi Chen, i-am-chen is known for its striking and colourful knitwear made using state-of-the-art techniques.

Marking the collaboration is the launch of a limited edition golf-style patterned umbrella – a complimentary gift with purchase.

Meanwhile, special label.m shampoo and conditioner duos will sport the fashion brand’s bold contemporary designs and Toni&Guy’s new advertising campaign will feature pieces from i-am-chen.

Sacha Mascolo-Tarbuck, Toni&Guy’s Global Creative Director, said: “We are thrilled to be working with Chen across multiple, creative strands of the business.

“Contributing to and supporting some of fashion’s brightest stars on their journey to success, is something we’ve been committed to doing for many many years.”

Chen added: “When Toni&Guy approached me about extending our work together beyond London Fashion Week, I couldn’t believe it.

“It was exciting to have such a well-known heritage brand choose my designs to feature across so many projects.”

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