The world of Paris fashion can often feel as though it is closed off from the general public as models move up and down the catwalk in expensive couture creations. L’Oreal Vice-President of Global Business Development Nicolas Krafft has been trying to develop a new way of bringing the public into the fashion world of the Paris catwalks. The innovative catwalk constructed by the brand extended 60 meters into the River Seine and took a stunning eight days to construct and dismantle.
The catwalks of Paris are never usually open to the public in any form but the decision of the University of St. Gallen graduate, Nicolas Krafft to bring the catwalk to the open air and broadcast the show on giant screens has changed the perception of high fashion. Despite the show being attended by figures from music, TV, and film, the ability of the public to attend the show through a live stream from drones circling the catwalk was the story of the show.
Nicolas Krafft has been a fixture at L’Oreal since December 2o02 when he became the Marketing Director of the company before moving to a similar position in the Asian sector two years later. Since taking up a role as the Deputy General Manager of the Eastern European region in 2011, Krafft has taken a consistently greater role in the group leading to his current position as the Vice President of Global Business Development.
The makeup and hair products brand has become a leader in the development of new looks and products reflected by the introduction of more than 70 new styles at the Paris event. Partnering with some of the world’s top fashion brands, including Sonia Rykiel and Miu Miu saw amazing looks brought to the catwalk. Paralympian skier Marie Bochet was among the models at the event and made her catwalk debut in front of a live global audience.