L’Oréal Paris is bringing Paris Fashion Week to the heart of London with an ambitious Covent Garden takeover. For three days, the iconic piazza will be reimagined as a world of beauty, fashion, and empowerment, designed to celebrate diversity and confidence. The experience invites visitors to step behind the scenes, and fully immerse themselves in the artistry that defines the global brand.
The Beauty Backstage experience will take over the famous Piazza, offering an interactive journey across L’Oréal Paris’ beloved offerings. Visitors can book personalised skin analyses, enjoy makeup and hair touch-ups, and discover the brand’s celebrated product portfolio first-hand, with dedicated skincare, haircare, hair colour, men’s grooming, and makeup spaces for a full hands-on playground experience.
At the core of the takeover is Le Défilé, L’Oréal Paris’ iconic fashion and beauty runway show, presented live from Paris and streamed to London on the Monday evening. A multi-screen set-up will place audiences at the centre of the spectacle, followed by the chance to take part in the “Walk Your Worth” runway and indulge in masterclasses, talks, and creative sessions across the weekend – in a rare opportunity to get up close to the drama and empowerment Paris Fashion Week has to offer.
The takeover runs from Saturday 27th September to Monday 29th September at the Covent Garden Piazza, with the Le Défilé live stream taking place at 20:00 on the Monday evening.
You can book your Beauty Backstage session here, and find out more about Le Défilé here.
