Paul Costelloe SS27 Hair: TONI&GUY’s Riviera Waves
By Cheryl Gushue
The Paul Costelloe SS27 hair at London Fashion Week was soft, polished waves with a subtle sense of movement. TONI&GUY Global Creative Director Cos Sakkas led the TONI&GUY Session Team to create the look on Thursday, September 17, 2026. The inspiration was the French Riviera. The hero product was label.m Fashion Edition Ultimate Hairspray.
What is the Paul Costelloe SS27 hair look?
The look is soft, polished waves with gentle movement. It reads refined up close and effortless from across the room. On the runway, the waves sat on a blonde, chin-length bob with a side part. The bend is loose, never a defined curl. The finish is smooth, not crunchy. Nothing looks overworked.
The reference point was the relaxed sophistication of the French Riviera. Think sea air, linen, and hair that looks good without trying. That balance is the whole brief. Refined styling, effortless finish.
Cos Sakkas led the TONI&GUY Session Team at London Fashion Week
TONI&GUY Global Creative Director Cos Sakkas created the hair for Paul Costelloe’s Spring/Summer 2027 show on Thursday, September 17, 2026. He worked alongside the TONI&GUY Session Team. TONI&GUY is the Official Partner of London Fashion Week.
Session work at this level is precision under pressure. Every model leaves the chair with the same shape, the same movement, and the same finish. A soft wave is harder to repeat across a full lineup than it looks.
How the hair complements the Paul Costelloe SS27 collection
Creative Director William Costelloe built the SS27 collection around the balance between precision and ease. Tailoring forms the backbone. Linen, silk, and lightweight cotton soften it. The wardrobe moves from day to evening, and from Spring into high Summer.
The hair mirrors that tension. A sharp navy blazer meets a soft wave. A precise bob meets an undone bend. The tailoring brings structure. The hair brings movement.
The hero product behind the Paul Costelloe SS27 hair
The hero product backstage was label.m Fashion Edition Ultimate Hairspray. label.m is TONI&GUY’s professional haircare brand. The full range is available in all TONI&GUY and label.m salons worldwide.
For a soft wave, the finishing spray has one job. Lock the shape and keep the movement.
How do you recreate the Paul Costelloe SS27 waves in salon?
This is the Beauty Hub breakdown for translating the runway wave for your clients.
- Start with clean, dry hair and a light heat protectant.
- Work in 1 inch sections. Bend the middle of each section with a flat iron or a 1 to 1.25 inch tong. Leave the last inch straighter for a modern finish.
- Alternate direction around the face so the waves never line up.
- Let every section cool completely before touching it. Cooling sets the bend.
- Brush through with a wide paddle brush or your fingers. The waves should melt into one fluid shape.
- Finish with label.m Fashion Edition Ultimate Hairspray, misted from about 30 cm away for hold that still moves.
This works best on bob to collarbone lengths. On longer hair, keep the bend loose and start it lower.
Why the Paul Costelloe SS27 wave matters for salon clients
This is a wave clients will ask for. It is polished enough for the office and relaxed enough for a summer evening. It flatters a bob at every age. It needs one hot tool and one finishing product.
For stylists, the lesson from Paul Costelloe SS27 is restraint. Build the shape. Break it up. Stop before it looks done.
