L’Oréal Professionnel partner of Paris Fashion Week
L’Oréal Professionnel has officially announced it has become a partner of Paris Fashion Week, reported WWD.
The beauty label signed a three-year agreement, lasting through 2014, with the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode.
L’Oréal Professionnel’s hairstylists have long dabbled in fashion, crafting runway styles for Karl Lagerfeld, Alexis Mabille, Giambattista Valli and Elie Saab, among others.
“For us, it was essential to recognize and support the world’s most iconic fashion week,” Thies Posken, international director of L’Oréal Professionnel, said to WWD. “This city, which is at the heart of creativity, is also at the heart of our brand. Becoming an official partner of the prestigious week allows us to further strengthen the close ties between fashion and hairdressing, to emphasize our role as trend leader and to highlight our commitment to Parisian elegance.”
For the duration of Paris Fashion Week – Feb. 28 to March 3 – L’Oréal will launch a pop-up hair salon targeting buyers and journalists in the L’Oréal Academy at 14 Rue Royale in Paris’ 8th arrondissement.