L’Oréal Paris will erect a floating runway on the river Seine this month as part of Paris Fashion Week (PFW).
On 30 September, the beauty giant will stage a catwalk show on this floating platform. The show, said the company, will celebrate “beauty, fashion and diversity”.
L’Oréal is an official partner of PFW and has long been involved with the event. However, it was only last year that the brand first presented its own fashion and beauty show. Staged on the city’s Avenue des Champs-Elysées, it was a huge event attended not only by VIP guests but also by thousands of Parisians as the whole street was closed for the show.
Intended to top the excitement of last year’s show, this year’s floating catwalk will be a huge structure designed to be visible to as many as possible. It will again be open to the public and will also be broadcast live worldwide. The river will be closed to traffic to ensure an uninterrupted performance.
A variety of celebrity models has been chosen to “champion an important message of diversity on this world stage,” explained L’Oréal. Doutzen Kroes, Elle Fanning, Soo Joo Park, Nikolaj Coster Waldau and Eva Longoria are among those confirmed so far.
Models will, of course, wear L’Oréal make-up. Ready-to-wear will be provided by leading fashion houses including Balmain, Isabel Marant, Miu Miu and Off White. The brand will also collaborate with Chopard, which will provide jewels.
