ONSTAGE: FASHION WEEK PERTH

FASHION VIA PERTH

L’Oréal Professionnel was backstage at Telstra Perth Fashion Festival (TPFF) for the 10th straight year as the event’s official hair partner. The brand styled one of the major events on the Western Australian fashion calendar, which is now in its 20th iteration, at its new stylish home at Optus Stadium.

THE EVENT WAS held from September 5 to 14, bringing in the warmer seasons and relevant fashion trends at the start of spring. The event fosters some of Australia’s brightest fashion talents and showcases Western Australian designers on a global stage.

The brand’s hair director, Scott Sloan of Sloans Salons NSW, led the incomparable backstage team alongside local hair director Stephanie Bellairs from Head Graffiti in Western Australia.

“I love the Telstra Perth Fashion Festival - it’s held in one of my favourite cities and it’s so inspiring seeing the fresh creativity on the catwalk every year,” Scott said. “This year we saw an evolution of some of the key trends that have been popping up on International runways, yet given a distinctly local influence. All the key trends are ultra-wearable and adaptable to real life, making them some of the most fun looks for us to create in salon.”

The 2018 event celebrated fashion as it relates to the past, present and future, with designs that paid tribute to the festival’s long legacy of two decades worth of fashion inspiration.

Bold designers on show, at local, national and international levels, included Dion Lee, Scanlan and Theodore, Romance Was Born and Viktoria & Woods.

Beyond the runway, other initiatives at the event rounded out a big week for L’Oréal Professionnel. The brand also offered a Hair Styling Lounge for visitors and patrons to the festivals to be front row ready, hosted in collaboration with iconic Perth salon Maurice Meade. They also took the opportunity to launch their all-new Colorful Hair Flash Pro Makeup, which allows for instant, complementary colour.

Fashion and hair fashion looks bright, bold and salon relevant as we head into spring and summer. We’re so ready for warmer months and cooler hair.

For more information visit www.lorealprofessionnel.com.au