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Fashion Forward Dubai’s Third Season Welcomes L’Oreal Professionel back as Official Hair Partner

The third season of the prominent fashion event in Dubai was once again lent the fashionable touch of L’Oreal Professionnel, who is also a key partner to the Fashion weeks of New York, London, Milan and Paris. Collaborating with three renowned salons in the region, namely Jetset, Pace e Luce, and Sisters Beauty Lounge, they created the exquisite on-trend hairstyles witnessed on the catwalks.  


Echoing the expertise and hairstyling prowess, the Parisian House of hairdressing is known for the three salons made for the perfect partners for L’Oreal Professionnel backstage. Working with designers in Hall 2 was Jetset salon, Dubai’s favorite ‘go-to’ hair destination and the region’s first wash and blow dry hair care brand, which redefines conventional practices, and aims to complement the lifestyles of busy yet stylish women living in the region. The renowned Pace e Luce, which boasts of multiple branches across the UAE and provides the most professional hairstyling services and most luxurious and exclusive beauty services, was doing the backstage for Hall 3. In hall 1, featuring some of the biggest designer names like Amato and Essa was Sisters Beauty Lounge, the new beauty concept salon – an intelligent, socially responsible, and revolutionary salon that turned the industry on its head, creating swathes of followers. 


L’Oréal Professionnel provided the best styling products for backstage with Tecni.art, the range that hairdressers use worldwide to enhance their creativity and innovativeness for the runways.  A key trend this season was the messy and chic look.


One of the main ranges of Tecni.art used by the hairdressers backstage this season was the new Wild stylers, the latest extension to L’Oreal Professionnel’s revolutionary tecni.art family, allowing hairdressers to enact a key trend this season which was a perfectly disheveled style that was messy but chic at the same time..


Held at the Madinat Jumeirah, the third edition of Fashion Forward followed its successful predecessors as the foremost fashion platform for the Middle East. Driving forward the entire fashion industry in the region, Fashion Forward consists of a series of talks, workshops and panel discussions thereby inspiring and nurturing the region’s fashion industry even further.