PARIS — L’Oréal Paris strutted its stuff on the first evening of Paris Fashion Week, holding a catwalk display in front of the Paris Garnier opera house Monday.
Thirty-two brand ambassadors — including Alia Bhatt, Marie Bochet, Cindy Bruna, Camila Cabello, Viola Davis, Cara Delevingne, Jane Fonda, Luma Grothe, Kendall Jenner, Liya Kebede, Eva Longoria, Aishwarya Rai and Yseult — walked the runway in a show that came in six acts. Each was created to highlight a different power of beauty.
The 40-plus designers represented included Mugler, which opened and closed the show with models Bruna and Jenner. There were also Elie Saab, Patou, Pierre Cardin, Ester Manas, Mossi, Robert Wun, Aknvas, Helen Athony, Armani, Louis Gabriel Nouchi and System. Each created a look especially for the event, which was seen live by 3,000 people from the general public.
The ambassadors were buzzing Sunday in the run-up to the display.
Aja Naomi King was fresh from the 2024 Emmy Awards, where her pink Giambattista Valli couture gown lit up the internet. She has had many fabulous fashion moments. In May, for instance, she sported Miu Miu to the Cannes Film Festival.
Aja Naomi King on the L’Oréal Paris runway during Paris Fashion Week.
Courtesy of Getty Images for L’Oréal Paris
“I’ve been really lucky to wear so many gorgeous designers,” she said.
Naomi King uses fashion and beauty to channel roles.
“It’s an integral part of how I find my character,” she said. “I have been lucky to do a couple of pieces that take place in different time periods. It’s wonderful to see how [with] classic Hollywood starlets from that period, like Dorothy Dandridge or Lena Horne, the shapes of what they wore informed the way they walked and presented themselves in the world.
“With the last character that I just did, in ‘Lessons in Chemistry,’ a lot of the posturing was around that — fashion of the time, and what it was socioeconomically for Black women,” said Naomi King, adding that if one were to look at the modern day some of the trends remain, such as the pixie cut for hair and cat eye in makeup.
“When you’re able to trace its origins and see its impact today, when you’re wearing it as a character, it’s as if you’re on the forefront of something, which makes you a little bit of a revolutionary,” she said.
Of her personal style, Naomi King said with a laugh: “I am aiming for quiet luxury. I don’t know if my wallet wants me to aim for quiet luxury.”
Her relationship to beauty and fashion has evolved over the years.
“Sometimes I liken myself to Anne Hathaway in ‘The Devil Wears Prada,’” Naomi King said. “Where I came into a lot of this like, ‘Why do we have to make this so important? Why does it matter so much?’ Then you learn about the art behind it, the imagination, the creativity, the artistry, the hands that go into crafting a piece of material.”
There’s also what fashion means not only to individuals but to their communities.
“I find it fascinating now, the history around it,” she said. “I think back to my mother and grandmother — the things they wore and how important it was to be able to appear a certain way, so that people would take you seriously. I love the impact that fashion and beauty can have on a person’s life in terms of how they feel about themselves, and the impact they can have on the significance and the way [people] are being treated. Because when we look beautiful and powerful, then we exert that energy out into the world, and no one can deny you.”
As a L’Oréal Paris ambassador, Naomi King wishes to impart worthiness.
“The relevance of it is so strong and matters so much,” she said. “Because you really do have to look at yourself in the mirror and say: No matter what, I am worth it.
“I don’t want to sound trite or anything, because I do think there’s so much negative self-talk that happens in our minds, that we really struggle to believe in this,” she continued. “But you have to fight against that. You have to be bold and say: No, I don’t care where I was born, who my parents are or what I have or don’t have. No matter what, I am worth it.”
Andie MacDowell at the L’Oréal Paris show.
Courtesy of Getty Images for L’Oréal Paris
Andie MacDowell hopes to “represent women of a certain age and generation in a way that defines them as powerful, interesting, strong, vibrant and relative — that we’re a participant, that we can be seen, that we are not invisible.”
Acting-wise, she has been focusing on “The Way Home,” from the Hallmark Channel.
“I work really hard to make this character interesting,” said MacDowell, of Del Landry, adding she works with women writers. “They listen to me, which is shocking. That doesn’t always happen.”
Of the acting project, MacDowell said: “I’m enjoying it, and people are enjoying it. It’s a departure for Hallmark. I’m proud of them for taking the chance to do something different.”
She also has the movie “A Sudden Case of Christmas” upcoming with Danny and Lucy DeVito, which was directed by Peter Chelsom.
“It’s very charming,” said MacDowell, who wants as her next act to begin doing something that gives back. “I love what Jane [Fonda] does with climate change. I told her I wanted to get arrested with her — and I meant it.
“I live on an island, and I don’t want that island to disappear,” she continued. “I worry about climate change and the world. And I want there to be a world for my grandchildren. So I really want to start doing more philanthropic work that’s meaningful to me. I’m doing a lot of soul work, as well.”
Paralympic fencing champion Bebe Vio was drawn to the role of L’Oréal Paris ambassador in part because of its motto, “Because we’re worth it,” and the team spirit that invokes.
Bebe Vio takes to the L’Oréal Paris catwalk.
Courtesy of Getty Images for L’Oréal Paris
“To be with the others, to work together, to reach something together,” she said. “I’m proud, because the team is amazing.”
Vio explained that with its members, “we can change for real what beauty means, and we are working altogether to make this happen. We want to show that beauty is not only one word, but has several faces. Working on this part, on these values, is the most important thing.”
Vio has been evolving her eponymous academy — the first for inclusive sport in Italy — based in Milan.
“We have 40 children, from six to 18 years old, half of them with disability and half of them without disability,” she said. “It’s living inclusion and trying to put something in their minds that will be important for the rest of their lives.”
This year, she’s opening another academy in Rome.
“Probably one day we will also be in Paris,” Vio said.
The fashion show raises L’Oréal Paris’ brand awareness and visibility. It was seen on screens on the streets of numerous European cities, such as London, Madrid and Milan, Monday evening.
It was broadcast live across more than 20 countries, too, via TikTok, Instagram and Facebook, as well as on L’Oréal Paris websites and Roblox, 12 hours after the show took place in Paris. Business livestreams informed viewers about how they can get the looks themselves.
“It’s a totally integrated show: It’s physical, digital, social, social, print, billboards,” explained Délphine Viguier-Hovasse, global brand president of L’Oréal Paris.
“We are the number-one beauty brand in the world, but we act like a challenger,” she said. “We want more women to understand what L’Oréal Paris is about: women’s empowerment and exceptional beauty products. Both are linked, because we do exceptional beauty products at an accessible price to give power to more women.”
Viguier-Hovasse said the fashion show must speak to all women — whatever age, skin color or body shape.
“This year we have women from 20 to 88,” she said. “We show diversity and inclusion. The défilé is also showcasing exceptional looks for hair and makeup.”
Backstage before the L’Oréal Paris runway sat the Palais Garnier.
Courtesy of Getty Images for L’Oréal Paris
The inside-out show allowed viewers to see the opera house’s innards and the inner workings of backstage beauty — with clips screened of makeup artists and hairstylists wielding their magic before the catwalk display kicked off.
“This was very important, because we wanted the public to see just how we get to where we need to be,” explained Val Garland, L’Oréal Paris global makeup director. “The most important thing for every person that is walking this catwalk is: Do I feel empowered? Do I feel confident? Do I feel beautiful? If those three things are covered, then I’ve done my job.
“There will be something for everyone,” Garland said. “You’re going to see a lot of different trends.”
L’Oréal Paris’ full product range was used for the looks, but especially its latest launches, including the Voluminous Panorama Mascara.
