French Wines with Style team up with Toni & Guy

French Wines with Style, a campaign to promote French wines, has teamed up with hairstyling chain Toni & Guy, taking inspiration from the world of fashion to help consumers discover their perfect wine style.

“Fans of authentic wine can appreciate them at home with fellow wine lovers.”

To mark the partnership, a model was professionally styled and photographed by Toni & Guy’s team inspired by the four different wine styles of the campaign; glamorous and chic, fun-loving and quirky, cool and laid back, natural and authentic.

Each look was then paired with a selection of wines which mirror a the style.

Gerard Basset OBE, MW, the UK brand ambassador of the French Wines with Style campaign, said: “By presenting the wines in four style groups we are helping and encouraging our audience to discover and enjoy different French wine styles.”

As well as the shoot, the campaign will also include an eight-page feature in the 2014 autumn/winter edition of Toni & Guy magazine, activity across digital platforms and in-salon events.

Toni & Guy global creative director, Sacha Mascolo-Tarbuck, added: “The concept behind the Toni & Guy and French Wines with Style shoot was about bringing to life the character of the four wine styles by creating hair looks that complimented the ‘personalities’ of the wine, something we believe will appeal to our clients.

“By creating in-salon events, sampling opportunities and exclusive competitions we have created a multi-dimensional platform that demonstrates in a fun, stylish and informative way the wonderful variety that French wines can offer.”