NEW YORK — One of mass beauty's leading brands is about to take center stage: Pantene has become the official hair sponsor for Olympus Fashion Week's spring and fall 2006 shows. The one-year deal gives the largest hair care brand in the world on-site real estate in the lobby of the tents at Bryant Park, content in the official fashion week program and the ability to work with designers for their hair needs.
Pantene replaces Redken in this role, which the professional beauty company held for three years, representing six seasons. Redken used the opportunity to create a relationship with designers and session stylists to help shape hair trends from the runways and translate them for salons around the world, said Redken U.S. general manager Pat Parenti.
According to P&G, Pantene will blend traditional and nontraditional marketing in print, broadcast and online efforts. Pantene's tag line for the sponsorship is "Inspired by fashion. Styled by you." A Pantene logo along with a photo of a woman with a highly stylized updo will be featured alongside the tag line.
"As the largest hair care brand in the world, it's only natural that Pantene partner with the most renowned fashion show in the world. Through this partnership, Pantene will bring the fashion excitement and hair trends of fashion week to consumers nationwide," a P&G spokesman said.
Pantene is soliciting runway shows for sponsorship, too.
The company does not expect the partnership to lead it to a new demographic, but believes a presence at the tents will drive loyalty and trial among target consumers.
Fern Mallis, vice president of IMG, which owns 7th on Sixth, said a sponsorship role allows a company to "play out a lot of creative ideas ... in front of a very discerning audience. Unlike some shows, this is for 10 hours a day for eight days. [News] stories on the shows have a life span for many months," Mallis said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)