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Keeping It Real

label.m's 2021 Keep it Real campaign celebrates the connection between our hair and who we are as a tool of authentic self-expression, especially when we feel restricted in many other areas of our lives.




For the past 15 years, label.m has championed hair as a tool for self-expression, and this season’s Keep It Real campaign builds on this philosophy. Continuing its momentum from 2020, the campaign embraces the young generation and their relationship with hair. Fronted by the people behind the brand’s success - members of the TONI&GUY and label.m teams as well as long-standing collaborators - the Keep It Real campaign features a whole cast of real individuals, who share the label.m brand’s ethos of inclusivity and diversity, and their stories on the importance of hair in shaping their identity.


The colour palettes within the Keep It Real campaign are a soft, muted combination of cool, neutral and warm tones, tailored to each individual client. The collection embraces shades of stone, soft beige and tan on lighter depths. On darker depths, smokey tones and saturated colours like luxurious brunettes and rich burgundies are layered within the hair to create infinite softness. This year, colour principles give hair a new lease on life as a shining symbol of health, self-expression and freedom.




label.m is the Official Haircare Product of London Fashion Week and is available at the following outlets:

  • Cape Town: Scar Hair

  • KwaZulu-Natal: Terry Scott

  • Johannesburg: Tanaz Hair & Beauty

  • Centurion: Maxwell Hair

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