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Celebrating inclusivity at “Le Défilé L’Oréal Paris” on the Seine
On September 30th, L’Oréal Paris held its second annual fashion and beauty show on a floating catwalk on the river Seine in the heart of the French capital. In addition to showing off the season’s new looks, the unique event provided an opportunity for the brand to underline its ongoing commitment to making fashion and beauty even more accessible. The event, which was open to the public, was attended by some of the top names from fashion, beauty, and the silver screen.
Women take center stage
Diversity in women’s beauty was the star of the show as L’Oréal Paris staged this year’s event on a specially designed 60-meter floating runway on the river Seine in central Paris. A celebrity-studded line-up of models, including Eva Longoria, Elle Fanning, and Louise Bourgoin, walked for L’Oréal Paris. The show shone a spotlight on creativity and diversity, both of which are inextricably linked to the French capital, the source of L’Oréal Paris’s inspiration. And some familiar faces from outside the fashion world also turned out to support the brand’s mission, such as actor Nikolaj Coster-Waldau, aka Jaime Lannister in Game Of Thrones, and Marie Bochet, Paralympic ski champion and L’Oréal Paris’s new ambassador, in her runway début.
New looks in a very special setting
Held during Spring/Summer 2019 Fashion Week, the event was an opportunity to showcase both the latest fashion looks as well as L’Oréal Paris’s determination to bring beauty to everyone worldwide. L’Oréal Paris Global Makeup Artist Val Garland and Global Hair Artist Stéphane Lancien created 70 new hair and makeup looks for this very special show. Models for the event’s 13 partner fashion brands, including Sonia Rykiel, Balmain, Isabel Marant, and Miu Miu, also took to the runway to parade the latest collections and jewelry from Chopard, another prestigious partner of this show. It took more than eight days to put up and take down the unique floating catwalk.
Reaching out to the world
Giant screens set up for the occasion allowed many passers-by, tourists, and others to watch the show for free from the banks of the Seine. With drones filming the entire event, the show was broadcast simultaneously in over 30 countries, helping L’Oréal Paris to reach out to the world.