Efi Davies isn’t just into avant-garde hair. She lives it.
As Toni & Guy’s International Artistic Director — as well as a celebrated session stylist and educator — the London-based Davies currently flexes the titles of International Avant Garde Hairdresser of the Year from the International Hairdressing Awards plus Avant Garde Hairdresser of the Year from the British Hairdressing Awards.
Her signature is concept-driven, boundary-pushing hair that’s technically brilliant (especially her braiding and updo work) and always visually striking.
“I love everything to do with avant-garde hairdressing,” Davies says, “from conceptualizing the shoot, working on the hair, and then seeing it come alive in front of the camera and on stage.
“The whole process — how it changes as you work on it, the ups and downs. What’s not to love!”
For Davies, a winning avant-garde collection is all about intention and execution: “It should be seamless, clever, and technical,” she says.
“The collection should tell a story and be visually striking and beautiful. Above all, it should be well executed and clean.”
Here are Davies’ 5 essential elements for an unforgettable avant-garde shoot, illustrated by images from her 2025 collection Kalopsia.
1. COHESION.
"Everyone has their inspirations and techniques when it comes to creating an avant-garde collection, but the key word is collection : Everything has to tie together beautifully.
"Hairpieces and wigs should work in tandem with the natural hair. The models should look like they belong together."
2. HARMONY.
"The photography, the mood, the make-up and the clothes should flow seamlessly. It should tell a story and nothing should distract your eyes. Ensure the color palette, textures and mood are consistent."
3. INNOVATION.
"Avant-garde hair is about pushing the boundaries while telling a story – whether it’s editorial, futuristic, organic or architectural."
4. EXPERIMENTATION.
"Play with volume and symmetry. Incorporate techniques such as crimping, braiding or intricate silhouettes. Avant-garde requires a willingness try new things."
5. BRILLIANCE.
"Avant-garde looks aren’t just about going big. They need to be beautiful and incorporate a flawless finish every time."
CREDITS
- Hair: Efi Davies at TONI&GUY London
- Makeup: Lan Nguyen Grealis
- Clothes: Karina Bond
- Styling: Borna Prikaski
- Photographer: David Mannah
