Fashion shows used to be all about the clothes but not any more, according to beauty luminary Anna-Marie Soliwij.
Fashion shows used to be all about the clothes but not any more, according to beauty luminary Anna-Marie Soliwij. These days London, New York, and Milan fashion weeks are being followed as much for the hottest backstage beauty trends as they are the latest frocks!
Backstage areas at shows are now a hive of TV cameras and reporters and are a major publicity vehicle for beauty brands involved, writes Anna-Marie in this month's Vogue.
Backstage hair and makeup artists are celebrities in their own right. Meanwhile, fashion shows and the idea 'backstage glamour', has also started inspiring product ranges, from Charles Worthington's Front Row range to Tigi's Catwalk line. Fashion shows have also become prime territory for debuting new product lines.
"For the beauty companies, it's about having top hair and makeup people trialling new products," explains Anna-Marie of the trend. "And for us consumers, backstage provides the ultimate test; If a product works in that fast, furious environment where only a flawless finish will do, the chances are it will work in the slightly more prosaic surroundings of the average bathroom, too."
Having reported on London Fashion Week shows for years, I've definitely noticed a growing interest in backstage beauty.
There's an atmosphere of glamour and excitement before shows (even if it is cramped and hot!). It's thrilling to think that you're finding out about the latest beauty trends right as they happen. I can see why brands would want to export that to the masses.
What do you think – do you follow backstage beauty trends?