TRESemme, the official hair care sponsor of Mercedes-Benz Fashion Week, returns to New York for its 13th consecutive season to empower women with the backstage secrets of creating runway hair, you can wear. This season, the globally recognized brand is working across its 24 markets to introduce women to its team of Runway Insiders, a collection of fashion industry experts, and expose them to the professional hair expertise, at their fingertips. This new collective, which includes leading hair stylists, top established and emerging fashion designers, as well as the industry’s favorite expert insiders, will show TRESemme fans how to make runway looks work for their personal real-life moments.
“The infectious energy of Mercedes-Benz Fashion Week is something that the women who use TRESemme want to be part of more and more,” said Chris Barron, Global Vice President of TRESemme. “This season, we aim to make Fashion Week as famous for the hair as it is for the fashion. We know that this is a bold statement, but it showcases our commitment to achieve what the brand is best known for – to inspire and empower women the world over to take trendsetting hair from the runway, personalize it and make it their own to express their individual style, whatever the occasion.”
Amplifying the presence TRESemme has at Mercedes-Benz Fashion Week even further, the brand will debut a unique advertising campaign in the epicenter of New York City, featuring an interactive billboard on the NASDAQ in Times Square. The “Catwalk to Crosswalk” campaign allows fans to place themselves in a TRESemme billboard, engaging spectators by giving them their own moment in the spotlight. Fans from around the world are prompted to visit www.tresbillboard.com on their smartphone and follow instructions, once they log on to the site. To personalize their own billboard moment, they can upload a photo from their Facebook page and share their larger than life appearance on social media.
TRESemme RUNWAY INSIDERS:
From the streets of New York City to the backstage and front row at the hottest shows at Mercedes-Benz Fashion Week, the TRESemme Runway Insiders will be working around the clock to bring women a personal point of view of the latest hair trends and how women at-home can achieve these looks. Part of this team will be professional hair stylists Matthew Curtis, Paul Hanlon and Jeanie Syfu who will use the full collection of TRESemme products to interpret each designers’ vision into fashion-forward looks that standout on- and off- the catwalk and inspire women to turn these trends from runway to ready-to-wear. As part of this inspiration, TRESemme is partnering with some of the most celebrated established and emerging fashion designers on the schedule including: Clover Canyon,Prabal Gurung, Phillip Lim, Misha Nonoo, Narciso Rodriguez, Rebecca Taylor and Marissa Webb.
Also joining our Runway Insiders team is blogger, model, DJ and fashionista Harley Viera-Newton. No stranger to the front row, Harley is a girl with a passion for all things hair and fashion and is best known for her unique individual style. “One of my favorite parts of the fashion week experience is getting inspired by the amazing hairstyles you see on the catwalk, and around Lincoln Center,” says Harley. “I always come away full of ideas to try at my next event so I’m excited to go behind the scenes with TRESemme and experience life from the other side of runway this season. I can’t wait to share these insider secrets from the TRESemme team and empower women to try the trends themselves, with a little expert advice.”
With access to all areas throughout Mercedes-Benz Fashion Week, Harley will gain the inside hair scoop live from backstage, the front row and from the most coveted parties taking place around New York City. Her video diaries, which will be filmed by online style mavens “The Coveteur” throughout the week, will show Harley mastering her favorite hair looks from the runway as she prepares to DJ a party or take the front row at her designer friends’ shows. The TRESemme Daily Debrief series, will be streamed on www.coveteur.com andwww.Facebook.com/TRESemme to give women the world over unprecedented access to the insiders at the fashion event of the year. These daily videos will show how the hottest runway hair looks can be achieved in a few simple steps thanks to TRESemme.
Completing the Runway Insider team is globally renowned blogger and street style photographer Candice Lake. Having walked the runway as a model before becoming a celebrated Vogue photographer, Candice brings her great eye for spotting trends as they develop on the city streets to the Runway Insider team. Candice’s unique perspective on how high fashion looks can be reworked, personalized and made relevant to your own style will provide inspiration throughout Mercedes-Benz Fashion Week as the city comes alive through this most prestigious event in the fashion calendar. In addition to her Runway Insider role, Candice will again report live from Lincoln Center with the help of TV personality Louise Roe and style blogger Arielle Nachmani of Something Navy for the daily Style Setters web TV show that highlights the latest trends and tracks what’s trending in social media as the style crowd discuss their top looks. The Style Setter series will be hosted on www.youtube.com/TRESemme.
TRESemme AT MERCEDES-BENZ FASHION WEEK:
For the first-time ever, TRESemme and E!, the official media sponsor of Mercedes-Benz Fashion Week, will collaborate on a co-branded two-story Salon and Lounge at Lincoln Center, offering guests a truly unique Fashion Week experience. With a top level VIP Greenroom overlooking the E! studio, guests will have a birds-eye view of live tapings. Additionally, guests can book a professional styling appointment in the only on-site salon inside Lincoln Center. Downstairs at the Trend Bar, visitors will browse through a digital library of runway-inspired hairstyles to draw inspiration for their styling appointment, and receive photo strips with instructions to recreate their desired looks at home.
The Spring/Summer 2015 season of Mercedes-Benz Fashion Week takes place from September 4th – 11th, 2014 at Lincoln Center inNew York City.
Notes to Editors:
Twitter: Twitter.com/TRESemme @TRESemme #TRESmbfw