PARIS — Paris Fashion Week has a new official sponsor — L’Oréal Paris — starting this upcoming women’s ready-to-wear season, which runs from March 1 to 9.
The beauty brand’s involvement will take numerous forms, including sending its team of hairstylists and makeup artists backstage at 10 shows.
“It’s a real commitment for the brand to partner with the fashion world,” L’Oréal Paris president Cyril Chapuy told WWD. “It’s a real commitment to help young talent, young creators.”
The executive explained L’Oréal Paris has long had top models among its ranks of brand ambassadors, plus worked with the best photographers, hairstylists and makeup artists.
“We take inspiration from the fashion world nonstop — in makeup, hairstyling and hair color,” said Chapuy, who added the brand’s experts, such as Christophe Robin and Karim Rahman, already work closely with the fashion world, too.
“As our brand is very fashion-oriented, as well, it was the natural angle for us to try and reinforce [that by becoming] an official partner of Paris Fashion Week,” he continued.
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“I grant a lot of importance to young talents…because they are often the ones who need the most help,” said Chapuy. “They don’t have the financing, they don’t have the logistics, the structure to really work with the best talents. And we are going to provide them with this. Of course, we are going to work also with big names.”
L’Oréal Paris will, for instance, be present with hairstylists at Haider Ackermann; with makeup artists at Anthony Vaccarello and Vanessa Seward, and with hairstylists and makeup artists at Olympia Le-Tan.
“We want to be a real beauty partner for any fashion [designer] in Paris who wants to have an expert like us on his side — of course respecting 100 percent their creative vision,” said Chapuy.
A second part of the tie-in involves L’Oréal Paris bringing to the City of Light social media influencers from around the world so that they can communicate about the backstage happenings on their social media networks.
They might also “decode the new looks, decode the new trends,” said Chapuy, who explained L’Oréal Paris and its ambassadors will be posting about the backstages, too. “We think it’s going to be quite major.”
L’Oréal Paris on March 8 is to throw a Red Obsession Party, which, as its name suggests, pays homage to the color red and celebrates the Paris Fashion Week partnership. Guests at the event will include some of the brand’s spokesmodels, such as Karlie Kloss, Doutzen Kroes, Natasha Poly and Lara Stone.
“We will unveil during this party a brand new, very spectacular film we shot with Bruno Aveillan,” said Chapuy. “It’s all about passion for one color — which is both very L’Oréal Paris and very Paris — red.”
The film will launch, with a huge digital push, right after fashion week finishes, in mid-March.
Chapuy said the Paris Fashion Week partnership is to continue evolving, with more backstage beauty tie-ins and projects. For the September show season, for instance, it is possible that L’Oréal Paris will host a special venue where young designers can show their collections.
The other Paris Fashion Week sponsors include Mercedes-Benz.