TheL’Oréal Paris show during Paris Fashion Week is quickly becoming a favorite, and it’s only the brand’s second Paris Fashion Week show. Last year, Jane Fonda and Helen Mirren walked the runway on the Champs-Élysées, and this year, L’Oréal will have a floating runway on Paris’s Seine River.
L’Oréal’s runway will be an almost 200-foot long catwalk on the Quais de Seine and, Vogue France reports, will even stop the flow of boats on the river. Twelve hand-picked designers will showcase their work, and those designers will be chosen by brand ambassadors including Eva Longoria, Doutzen Kroes, and Isabelle Adjani.
The best part of this news? The show will be open to the public instead of just the most exclusive fashion world celebs and influencers, which means there will be 200,000 places for Paris residents and fashion week attendees. There will also be a VIP section with 450 seats.
Pierre Emmanuel Angelou, L’Oréal Paris’ global president, told Campaign that the brand wants to “make trends from the fashion world accessible to all.” The show on the Seine will also be live-streamed.
“It is the perfect opportunity to create a moment which consumers usually don’t have access to and which they can share,” Angelou said. “Being L’Oréal Paris – it is our duty to really give women the world over an insider eye into what happens in Paris during this crazy week. Not only backstage, or on the runway but also in the showrooms, in the streets; not only with brands that already have high visibility but also with labels that are starting out.”