L’Oreal Paris recently held the second annual fashion and beauty show. It was an iconic moment which featured a floating catwalk on the river Seine which lies at the heart of France. Aside from showcasing the new looks of the season, the hallmark of the event was offering a chance for the brand to familiarize the ongoing commitment of making fashion and beauty accessible. The event was opened to the members of the public and included the ‘who is who’ in the beauty, fashion and silver screen.
As part of the business strategy enforced by the firms’ Vice President of Global Business Development, Nicolas Krafft, women’s beauty took center stage at the L’Oreal Paris event. It featured a star-studded celebrity lineup with models including Elle Fanning, Eva Longoria and Louise Bourgoin who graced the red carpet.
It has been part of Nicolas Krafft mission to embrace creativity and diversity, and this was captured during the event which was drawn from the firm’s inspiration. Apart from the fashion industry, the event was also graced by thespian Nikolaj Coster-Waldau and Marie Bochet. This was in support of the mission of the brand as spearheaded by Nicolas Krafft.
The event was held in the Spring/Summer 2019 Fashion Week which showcased the latest in fashion looks as well as the firm’s eagerness to spread beauty to everyone across the world. There were close to 70 new hair, and makeup looks masterminded by the L’Oreal Paris Global Hair Artist Mrs. Stephane Lancien together with the Global Makeup Artist Val Garland. The fashion show attracted partner brands such as Sonia Rykiel, Isabel Marant, Balmain, and Miu Miu.
During the fashion show event, the partner brands took to the runway to showcase their latest collections and jewelry from worldly renowned Chopard with other highly placed partners of the show. The effort put towards the event took eight days in erecting and dismantling the floating catwalk.
As a means o reaching out to the world, the passers-by and tourists were able to catch a glimpse of the event through the large screens erected at the banks of the river Seine. The event was also broadcasted live to over 30 countries as a means of spreading the word about the event.