Beauty’s First ‘Facewalk’ Show
Forget the Body, Here Comes the Face…
With the UK beauty market now worth £3.4bn a year, London witnessed the first ever ‘facewalk’ as the catwalk shunned fashion for beauty.
The British catwalk scene got a whole new look this week with a beauty & makeup runway show that abandoned bodies for faces to create the world’s first ever ‘facewalk’. Using the traditional fashion catwalk show set up, QVC created the exclusive ‘facewalk’ runway event to showcase exclusive new beauty looks in celebration of its June Beauty Month.
After London’s first ever ‘men’s fashion week’, the first ever ‘facewalk’ show put faces centre stage by shunning catwalk supermodels like Elle ‘The Body’ Macpherson in favour of up-and-coming ‘new faces’ from the British modelling scene. Set in complete darkness, the show focused entirely on the 12 models’ faces through carefully placed spotlights, with looks ranging from contemporary and classic to extreme. For the first time on the catwalk scene, the focus switched from fashion to beauty with the models revealing specially designed looks including ‘nu wave’, ‘flower’, ‘geisha’, ‘sky’ and ‘space’.
The looks were created using products and brands available through QVC including Jemma Kidd, Bobbi Brown and bareMinerals. QVC’s invite-only ‘facewalk’ event was revealed to British beauty media at London’s prestigious Hospital Club and was curated by leading makeup artist Isamaya Ffrench.
Sue Leeson, from QVC commented: “There’s no city on Earth more exciting or inspiring than London this year, so what better place for us to create a world first. We are so used to taking fashion inspiration from the catwalk but this show is all about illustrating the potential of makeup, how it can be applied and adapted as trends evolve.
“One of the things that’s unique about QVC is the way we demonstrate our cosmetic and skin-care brands on-air with the brand owners themselves giving viewers step by step guides to application and tips on technique. Viewers are encouraged to adapt their looks and experiment with new products daily – knowing they have 30 days to return any product they try but don’t like.”