PARIS – L’Oréal Paris reinforced its messages on Sunday and staged a catwalk advertisement in the square overlooking the Eiffel Tower in Trocadéro – known as Parvis des Droits de l’Homme or Human Rights Plaza.
The brand added “and Women’s” to the name of the square in French, which literally means “Rights of Man Plaza”, in keeping with the theme of the event, women’s empowerment, and the L’Oréal Stand Up Against cause Present Street Harassment.
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“We thought it was important to have one [runway show] that’s militant, ”said Délphine Viguier-Hovasse, Global Brand President of L’Oréal Paris, behind the scenes.
The event, celebrating the 50th anniversary of L’Oréal Paris’ slogan “Because you are worth it”, was open to everyone and aired on the brand’s social channels in 30 countries.
“It’s also very important to be accessible,” said the manager.
Before the start, fans lined up to catch a glimpse of the brand ambassadors, including actors Helen Mirren, Amber Heard, Aja Naomi King and Nikolaj Coster-Waldau; Singer-songwriters Yseult and Camila Cabello and model Soo Joo Park.
They walked down the catwalk through a crowd of white-clad dancers with t-shirts with slogans like “Feminist and Feminine”.
The weather got the positive news; After torrential rain all morning, the sky cleared for the open-air show.
If it had continued to rain, it would not have bothered Mirren. “I’m English, I can do it,” said the actress, who will soon begin filming a biopic about the late Israeli Prime Minister Golda Meir.
Her greatest concern was the sky-high heels she should wear.
Courtesy of Stéphane Feugère
“I’m going to stumble like a giant,” she said. “We will see in the rehearsal whether I can handle the shoes. I love them because it’s nice to suddenly be a few inches taller, especially when you’re surrounded by all these gazelles … and you’re like a little desert rat down there. “
Mirren even managed a few moves on the catwalk and, to the delight of the audience, kept the rhythm with the dancers. The thing with the stand up is important to her.
“When I got to London, I was around 17 or 18. I’d say a guy exposed me twice a week, be it on the tube, on the street, and then I’d talk to other women and girls and they said ‘me too,’ ”she explained. “When I turned 25, it didn’t happen anymore. It had nothing to do with attractiveness, just power, intimidation, victimization. “
Heard commended L’Oréal Paris for engaging the public in the program to challenge something that affects women and girls around the world.
“I never thought that in a million years I would ever feel like or feel excited about going to a fashion show,” said Heard, admitting that she suffers from stage fright. “But I am incredibly honored to be able to do this with L’Oréal Paris because it is a brand that embodies the essence of female empowerment to the core. It’s the mark of femininity and feminism; it’s the perfect expression of the two, and they do it through initiatives like Stand Up. “
Heard said she was honored to be part of such a diverse group of speakers and to support Stand Up in Paris, where the Universal Declaration of Human Rights was signed.
“It’s pretty iconic, so I say goodbye to stage fright – at least for a moment – and just pray I don’t trip,” she said.
The actress was supposed to wear Elie Saab. “I really love this brand,” she says.
Courtesy of Stéphane Feugère
Your personal style has changed.
“I recently became a mom, so my fashion has changed a bit to match it,” said Heard, explaining that she leans towards “looks that make me feel strong, that make me feel good, that are beautiful – but they are effortless. I opt for brands that offer something chic, but are wearable for a mom on the go with little sleep and only have one hand free to put them on. “
Heard is currently shooting “Aquaman and the Lost Kingdom” and will be making two films.
Another new mom, King, in Paris with her four-month-old son, Kian, shared her experience of harassment.
“As someone who was molested from a young age, it was always very terrifying. I think that’s what’s powerful about what L’Oréal wants to do today, what his mantra is: that we deserve to be in public, move about freely, speak freely, be our most vulnerable or powerful selves without anyone interfering with it, “she said.
King juggled breastfeeding with work commitments. “You are in these public spaces thinking about your baby and suddenly you want to breastfeed, it creeps up on you,” she confided. “We can really do everything. We are so incredible and powerful as humans and we deserve to be supported and celebrated. “
On the catwalk she wore a “strong” pantsuit from Azzaro, but in real life she’s just “all about simplicity and how quickly I can open my shirt to feed my child,” she laughed.
In November, King begins work on her next film project, a thriller by Eugene Ashe, with whom she worked on the 2020 film “Sylvie’s Love”.
French singer-songwriter Yseult, who joined the L’Oréal Paris team earlier this year, ended the show in an outfit by Casey Cadwallader for Mugler. She took the microphone to invite all the ambassadors present to unanimously say, “I’m worth it.”
Courtesy of Stéphane Feugère
Yseult told WWD: “It is important for me to fight with all these women because we have to be able to walk on the streets without fear, to dress ourselves how we want to and ourselves with our bodies express we want. “
Yseult, who advocates body positivity, said: “My relationship with fashion is quite complex because it took time to get to know my body.”
She continued, “I love fashion, I love beautiful pieces, and I like to play with silhouettes and jewelry – I love jewelry.”
Yseult is currently in the middle of a major tour. “Right now it’s Monday through Sunday,” she said.
The show featured the fashion of numerous up-and-coming designers, including Rokh, Uniforme, Xuly Bët and Coperni as well as the inclusive label Ester Manas. Other brands that took to the stage were Azzaro, Balmain, Koché, Olivier Theyskens and Giambattista Valli.
Val Garland, Global Makeup Director at L’Oréal Paris, worked behind the scenes with 46 talent.
“It was about getting the best out of yourself contaminate“Said Garland. “I tell my artists that I want them to treat any talent as if they were on the red carpet. Whatever gives them the greatest empowerment and confidence. It’s about the beauty of every woman. “
Stéphane Lancien, the global hair artist at L’Oréal Paris, followed the same path: “This time we keep the personality [and style] the woman.”
He created a 1950s ponytail for Luma Grothe.
“Aishwarya [Rai Bachchan] loves very glamorous hair so let’s do glamorous hair. Some women love to play, others feel better about simple things, ”he said.
Garland wanted the event to be a celebration of individuality and joy. “I want to do uplifting makeup that makes people feel good,” she said.
Stand Up has trained 400,000 people since its launch in March 2020, and Viguier-Hovasse counted on the show to help raise awareness. As the last act of the exhibition, a huge banner was unfolded on the catwalk, promoting the cause of the stand up.
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