L’Oréal Professionnel was backstage at Telstra Perth Fashion Festival (TPFF) for the 10th straight year as the event’s official hair partner. The brand styled one of the major events on the Western Australian fashion calendar, which is now in its 20th iteration, at its new stylish home at Optus Stadium.

The event was held from September 5 to 14, truly bringing in the warmer seasons and their relevant fashion trends at the start of Spring. The event fosters some of Australia’s brightest fashion talents and specifically showcases Western Australian designers on a global stage.

The brand’s hair director, Scott Sloan of Sloans Salons NSW, led the incomparable backstage team alongside local hair director Stephanie Bellairs from Head Graffiti in Western Australia. The duo and their teams created trending, relevant looks you could take back to your salon.

“I love the Telstra Perth Fashion Festival – it’s held in one of my favourite cities and it’s so inspiring seeing the fresh creativity on the catwalk every year,” Scott said. “This year we saw an evolution of some of the key trends that have been popping up on International runways, yet given a distinctly local influence. All the key trends are ultra-wearable and adaptable to real life, making them some of the most fun looks for us to create in salon.”

The 2018 event celebrated fashion as it relates to the past, present and future, with evening runway shows set up as blockbuster, must-attend events and designs that paid tribute to the festival’s long legacy with two decades worth of fashion inspiration.

Bold designers on show, at local, national and international levels, included Dion Lee, Scanlan and Theodore, Romance Was Born and Viktoria & Woods.

“We couldn’t be more excited to partner with Telstra Perth Fashion Festival as the Exclusive Hair Partner for the 10th consecutive year,” Olga Zanetti, the brand’s General Manager, shared. “This is a milestone for both L’Oréal Professionnel and TPFF, as the Festival celebrates a momentous 20 year anniversary. After a decade, we continue to support this great event as it is anchored by boundless creativity and drives valuable exposure for some of Australia’s most celebrated designers on a global stage. The fashion and beauty industries work hand in hand, and TPFF offers the perfect opportunity for our world-class Artists to collaborate and inspire.”

Beyond the runway, other initiatives and launches at the event rounded out a big week for L’Oréal Professionnel. The brand also offered a Hair Styling Lounge for visitors and patrons to the festivals to be front row ready, hosted in collaboration with iconic Perth salon Maurice Meade.

The brand also took the opportunity to launch their all-new Colorful Hair Flash Pro Makeup, which allows for instant, complementary colour. Maurice Meade and his team used this product to add colour as well as style to fashionistas’ hair looks at the event.

Fashion and hair fashion looks bright, bold and salon relevant as we head into Spring and Summer. We’re so ready for warmer months and cooler hair.

For more information visit www.lorealprofessionnel.com.au

Images by Stefan Gossati