L'Oréal Paris takes on Paris Fashion Week with floating catwalk show

L'Oréal Paris is preparing to storm the catwalk once again this Fashion Week.

The cosmetics giant has announced ‘Le Défilé L'Oréal Paris,' a presentation set to take place on a 60-meter long floating catwalk on the river Seine, in the heart of the French capital, on September 30. The move comes one year after the brand stopped traffic in Paris with its 2017 debut catwalk show, which took place on the iconic Champs-Élysées.

"We wanted to choose an iconic space in the city that really reflects the true Parisian spirit," said Pierre-Emmanuel Angeloglou, Directeur Général International L'Oréal Paris, in a statement.

The show, which is expected to host 200,000 members of the public and will be broadcast in 30 different countries, is described by the brand as a "celebration of beauty, fashion and diversity." It will feature Fall 2018 fashion collections from 12 different established and emerging designers, including Ami, Atlein, Balmain, Elie Saab, Esteban Cortazar, Giambattista Valli, Isabel Marant, Jacquemus, Miu Miu, Off White, Pierre Hardy, Poiret, and Sonia Rykiel. The company has also teamed up with the prestige jewelry house Choprd, which has created a series of one-off pieces for the models to showcase.

Doutzen Kroes, Eva Longoria, Andie MacDowell and Elle Fanning will all be taking to the runway as part of their roles as ambassadors for the brand, accompanied by Thylane Blondeau, Maria Borges, Aja Naomi King, Soo Joo Park, and many other famous faces. The show will feature a total of 70 different hair and makeup looks created by Val Garland and Stéphane Lancien, the brand's Global Makeup Artist and Global Hair Artist respectively.

Le Défilé L'Oréal Paris will take place at 2pm at Port de Solférino, Paris.