Sitting front row at London Fashion Week as a guest of The Body Shop, fascinated by the sky high heel-less heels that the models wore as they elegantly strutted down the catwalk, I couldn’t believe my luck.
Sitting front row at London Fashion Week as a guest of The Body Shop, fascinated by the sky high heel-less heels that the models wore as they elegantly strutted down the catwalk, I couldn’t believe my luck.
I’m hoping my presense at the fashion event improved my hipster credentials, but one thing’s for certain - The Body Shop’s fashion credentials will have been boosted no end.
It is one of the key sponsors of the Vauxhall Fashion Scout catwalk.
The Body Shop’s tie up with London Fashion Week is a clever one and in its third year, it is obviously working for the brand. Seeking to drive awareness of its extensive make up offer, the models on the catwalk all wear The Body Shop products - a great showcase for the retailer.
Ramping up its social networking presence this year, it is the first time The Body Shop has had a dedicated team working across Twitter and Facebook to answer real-time beauty queries. Its key London stores at Bond Street, Oxford Street and Westfield Stratford have also installed digital window dressings, showcasing the makeup used on the models – a brand new innovation for the health and beauty retailer.
The new initiatives follow the launch of The Body Shop’s new concept stores and its celebrity tie-up with Lily Cole that it revealed in April as it aims to revamp the brand to communicate to a younger generation of ethical fashion conscious shoppers.
With such beautiful creations designed by Rira Sugawara at the Dans La Vie show, exhibiting a mix of reptilian prints and extreme silhouettes, I couldn’t imagine the sponsorship being a good fit 10 years ago. But now, as the business seeks a younger shopper and a fresher look, it seems The Body Shop is confidently finding its catwalk feet.
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