In a New York Fashion Week first, TRESemmé – the official hair care sponsor – joins forces with Amazon to make the top hair looks shoppable in real-time. As soon as the models hit the runway, customers will be able to easily shop the products from each look on Amazon.com and the TRESemmé 24/7 Runway Studio, an immersive digital destination that will inspire women globally to create runway hair they can wear.
The TRESemmé 24/7 Runway Studio will come to life in New York’s Meatpacking District as both a digital and physical destination for the duration of NYFW. Open 24 hours-a-day, all fashionistas can visit the studio, enjoy complimentary runway hair styling, relax and re-caffeinate in-between shows and watch exclusive NYFW footage.
Backstage at NYFW, TRESemmé is again partnering with world-renowned hair stylists Orlando Pita and Jeanie Syfu, to create fashion-forward looks for some of the week’s most celebrated designers including: Diane von Furstenberg, Carolina Herrera, Hervé Léger, BCBG, Rebecca Minkoff, Marissa Webb, Rachel Zoe and Banana Republic, streaming the shows and real-time how-to’s via the TRESemmé 24/7 Runway Studio site to put styling fans at the heart of the action.
“No matter their city, town or time zone, our goal is to bring the excitement of New York Fashion Week directly to women and put them at the heart of the trends,” says Chris Barron, Global Vice President, Marketing, TRESemmé. “Collaborating with Amazon allows customers to immediately get the products and tutorials they need to re-create each runway look. With the TRESemmé 24/7 Runway Studio our fans can now experience the buzz and excitement of New York Fashion Week and get the looks they love, like never before.”
As the official hair care sponsor of NYFW: The Shows, TRESemmé will have three distinct spaces, the TRESemmé 24/7 Runway Studio, located at 343 West 14th Street between 8th and 9th avenue, and two custom-built TRESemmé Salons located in official NYFW: The Shows venues, Skylight at Moynihan and HQ. The 24/7 Runway Studio will be open to guests of New York Fashion Week between 8 am – 8pm daily before opening up to the general public for appointments from 8 pm onwards and the Skylight at Moynihan and HQ locations will offer credentialed guests complimentary styling using the diverse portfolio of TRESemmé products to create runway-inspired hair looks. The Moynihan TRESemmé Salon will also feature a co-branded VIP lounge with E! on-site, marking its third season collaborating with the network.
For the third season, TRESemmé is partnering with online style mavens The Coveteur to deliver ‘On Location With,’ this season’s must-watch reality-based web series. This exclusive series will gives VIP backstage access for women following along at home and joins another NYFW fan-favorite ‘Style Setters,’ the web TV show with style maven Louise Roe, who’ll continue to report the latest in hair, style and trends seen backstage on the runways and on the street at New York Fashion Week.
Support for the 24/7 TRESemmé experience at NYFW is provided by Amazon and The Trump SoHo New York.