As part of its ongoing UK expansion, Sol de Janeiro has partnered with London Fashion Week, highlighting the growing connection between the beauty and fashion industries.
As an Official Partner of London Fashion Week and the Skincare Partner of the LFW Closing Party, the global beauty brand will support a series of activations throughout the event, which began yesterday and runs until Monday, 22 September.
The collaboration reflects a broader trend of brands exploring new ways to engage younger audiences.
As part of this, Sol de Janeiro aims to boost its visibility through the partnership and experiential marketing, with a particular focus on Gen Z.
In addition, the activation will include Sol de Janeiro’s Beauty Lounge, hosting fashion and beauty professionals before shows. The brand is also offering consumers the chance to attend a LFW show through a competition with Cult Beauty.
Pauline Todd, UK Director for Sol de Janeiro, said: “LFW gives us a unique platform to merge beauty, fashion, and culture. As we expand nationwide, this partnership allows us to connect with UK consumers in a bold, confident and joyful way.”
Antonia Wigan, Commercial Director at London Fashion Week, added: “Beauty has always played an integral role in amplifying the creativity of LFW and this collaboration is a powerful reminder of how the beauty and fashion industries can work together to shape trends and drive positive impact.”
London Fashion Week kicked off yesterday evening, and for Laura Weir, stepping into her first season as CEO of the British Fashion Council (BFC), the event represents more than just a series of runway shows – it marks “the beginning of a new era”.
This season’s runway schedule features a mix of established designers alongside bold newcomers, brought together by beauty professionals who unify their fashion looks – from hair and makeup to nails.
