Fashion

L'Oreal makes runway splash on the Seine during Paris Fashion Week

Cosmetics company stopped traffic with its floating runway, featuring Hollywood celebrities and models

Boat traffic on the river Seine came to a standstill on Sunday to make way for a floating runway featuring celebrities and models in an extravaganza orchestrated by cosmetics company L'Oreal to coincide with Paris Fashion Week, which concludes tomorrow.

Luxury clothing brands from Chanel to Gucci have for years picked increasingly elaborate settings to present their collections, and now beauty firms are getting in on the act.

Hollywood actresses Elle Fanning, Andie MacDowell and Eva Longoria - who gave birth to her first child in June - were among the famous faces marching down the 60m catwalk, along with British singer Cheryl and models such as Soo Joo Park, Winnie Harlow and Doutzen Kroes, as crowds of spectators gathered on nearby bridges.

Game Of Thrones star Nikolaj Coster-Waldau led the male side in coats, polo necks and jumpers.

The show featured looks from 14 Paris Fashion Week designers including Off-White, Balmain, Elie Saab, Giambattista Valli, Miu Miu and Sonia Rykiel.

River traffic in front of Paris' Musee d'Orsay was stopped for 30 minutes for the event to celebrate the cosmetics mass market L'Oreal Paris brand.

"We wanted to create something new, that would be accessed by the widest possible audience and at the same time highlight our Parisian DNA," said Mr Pierre-Emmanuel Angeloglou, global brand president of L'Oreal Paris.

It was broadcast live in 30 countries on Tmal, owned by Chinese e-commerce giant Alibaba, and other shopping platforms after last year's gigantic L'Oreal runway display held at the Champs-Elysees spurred a spike in web traffic on the day.

- REUTERS/AFP

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