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L'Oréal Professionnel Expands Fashion Week Backstage Push With Four Paris Shows
L'Oréal Professionnel is deepening its fashion week presence, leading hairstyling backstage at four Paris shows for the spring 2027 season while running its own Transformation Backstage space in the city's 11th arrondissement.
Global brand president Claire Le Bleis framed the move as an extension of an existing relationship between the professional hair brand and the fashion industry, saying the aim this time was to be present at Paris Fashion Week "our way."
The centerpiece is a freestanding area called Transformation Backstage, set up in Paris' 11th arrondissement, where celebrities and influencers are having their hair styled during the shows.
On the runway side, L'Oréal Professionnel is partnering with the fashion labels Courrèges, Mugler, Weinsanto and Pressiat, handling hairstyling direction backstage at their presentations.
Le Bleis described hair as being on par with clothing in importance, arguing that striking runway looks rest on both the creativity and technical skill of professional hairdressers, supported by professional products.
Content from the backstage activity is being distributed on social media, including tips, trend notes and how-to guides aimed at both hairdressers and consumers seeking to recreate the season's most-wanted looks.
Le Bleis outlined the fashion focus as one of several transformational strategies for the professional hair brand.