L’Oréal Paris stopped traffic last year when it held its first ever Paris Fashion Week show along the Champs-Elysees. The event was a huge success with over 70 hair and makeup looks showed to over 600 guests; and this year, the French beauty giant is making the event even larger than last.
Announced over the weekend, L’Oréal’s second Paris Fashion Week show will be taking place on a 195-foot-long catwalk floating on the Seine river. The brand expects over 200,000 people able to gather along the famous banks and take in the spectacle.
“Everyone is invited,” L’Oréal Paris global brand president, Pierre-Emmanuel Angeloglou, told WWD. “We wanted to choose an iconic space in the city that really reflects the true Parisian spirit.”
This year another 70 looks are expected to show; modelled by the likes of Andie MacDowell, Elle Fanning, Bianca Balti, Eva Longoria, Duckie Thot and Liya Kebede. L’Oréal Paris global makeup artist Val Garland and global hair artist Stéphane Lancien will both be present leading look-creation backstage.
Models will be wearing Chopard jewellery (the brand is a program partner) and Parisian-inspired looks from 12 established fashion houses including Off-White, Balmain, Jacquemus, Isabel Marant, Ami, Giambattista Valli and Elie Saab.
The show will be broadcast across all of L’Oréal’s social channels with reach expected to be greater than last year’s 1.8 billion digital impressions.
We [are creating] lots of content for all our platforms with tips, how-tos and [information on] how to decode the trends,” Angeloglou said.
“We are extremely excited by this kind of event because we fundamentally believe that it nourishes our values — our values of super quality and expertise, our values of inclusivity and diversity, our vision of Parisian beauty, which is within our DNA, and this idea of democratisation of the best to all.”
