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L’Oreal Professionnel partners LMFF

It’s set to be a celebration of hair and fashion styling as L’Oréal Professionnel continues its support as official hair partner of L’Oréal Melbourne Fashion Festival (LMFF) in 2010.

Bettina Liano at LMFF 2009

One of the most prestigious events on Melbourne’s fashion calendar, LMFF launches the latest available collections of Australia’s leading designers and consumer brands. 

A dynamic mix of Australian and international designers will show their creations, while LMFF hair directors Brad Ngata (Sydney) and Caterina DiBiase (Melbourne) will direct over 200 session stylists across the seven runway shows, delivering the latest must-have hair looks for the season to audiences of over 1500 at a time.

Caterina DiBiase backstage at LMFF 2009

“It’s a great feeling to be able to inspire the large audiences at LMFF again this year. Knowing that thousands of people will be eagerly awaiting the looks in fashion and beauty that I’ve helped to create is one of the rewarding highlights of being a hair director,” said DiBiase, L’Oréal Professionnel hair director and Australian Hairdresser of the Year 2008 and 2009.

LMFF 2010 aims to cast off the shackles of 2009’s doom and gloom, making a powerful and positive statement. The theme of the campaign is upbeat, uplifting and engaging, evoking fun and happiness.

“Working with such an uplifting brief this year for LMFF means we can all expect to see a refreshing change in the mood for on-trend hair,” said Ngata, L’Oréal Professionnel hair director and Australian Hairdresser of the Year 2005 and 2006.

Brad Ngata backstage at LMFF 2009

Some of the big-name designers in Australian fashion featured over the seven runway shows throughout the week include camilla & marc, Collette Dinnigan, Nicola Finetti, sass & bide, Toni Maticevski, Arnsdorf, Dion Lee, Jayson Brunsdon, Lisa Ho, Karen Walker, Mimco, Bettina Liano, White Suede, Zambesi, Akira, Easton Pearson, Scanlan & Theodore and Tina Kalivas.

LMFF also presents a unique opportunity for L’Oréal Professionnel to preview the re-launch of its Essentials range, the professional backstage styling range that enables stylists and consumers alike to create endless hairstyling possibilities.

The new formulations will be used for every look created backstage at LMFF 2010, allowing the public to see its potential and experts to try it first-hand, before its much anticipated launch in June 2010.

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