TRESemme Re-Styles History with A MOI at New York Fashion Week

Powered by innovative science, the TRESemme Beauty-Full Volume Collection uses new reverse washing system to re-imagine iconic voluminous hairstyles with touchable softness

Feb 11, 2016, 09:03 ET from Unilever

NEW YORK, Feb. 11, 2016 /PRNewswire/ -- In a New York Fashion Week (NYFW) first, TRESemmé – the official hair care sponsor – will collaborate with emerging designer Alejandra Alonso of À MOI to reimagine iconic voluminous hairstyles throughout history live at NYFW. À MOI's presentation will feature different looks inspired by the ages, created exclusively using the new TRESemmé Beauty-Full Volume Collection. Thanks to the collection's revolutionary reverse washing system, TRESemmé stylist partner, Chris Naselli will transform these classic looks backstage from their rigid, stiff past into touchably soft, modern re-interpretations.

"TRESemmé Beauty-Full Volume is a game-changer that perfects the everyday volume that women have long tried to achieve with ease," says Chris Naselli, TRESemmé expert stylist. "I loved collaborating with À MOI where we were able to reinterpret beloved voluminous hairstyles, like the 1960's bouffant, making them touchable, soft and modern using the new collection. It was key that the hair was a natural complement to À MOI's gorgeous presentation, which nods to classic looks throughout history."

Additionally, TRESemmé will partner with industry legend Orlando Pita and TRESemmé veteran stylists, Jeanie Syfu and Tyler Laswell as they create memorable looks backstage for some of the week's most world-renowned designers including: Diane von Furstenberg, Carolina Herrera, BCBG, Hervé Léger, Marissa Webb, Mara Hoffman, Misha Nonoo, Rachel Zoe, and TRESemmé newcomer Monse, as they debut their hotly anticipated collection.

TRESemmé will have two custom spaces in the heart of the NYFW action for consumers to trial the new season's looks. The TRESemmé Runway Studio, located at Spring Studios, 50 Varick Street, and the TRESemmé Salon in NYFW: The Shows venue, Skylight at Moynihan Station, will both offer complimentary styling of looks fresh off the runway and a space to relax and recharge while taking in exclusive show content.

At Spring Studios, consumers will have a chance to experience the excitement of backstage, with appointments open to the general public between 8am8pm February 11th to 18th, while our Skylight at Moynihan Station space will also feature a VIP lounge with E! and a virtual runway experience to mark our fourth season of partnering with the network.

"For our 16th season at New York Fashion Week, we wanted to deliver more looks and backstage tips than ever before, direct from backstage to our fans worldwide," says Chris Barron, Global Vice President, Marketing, TRESemmé. "We're inspired by how our designers, like Alejandra Alonso of À MOI or Misha Nonoo, are challenging the conventions of NYFW, making their presence felt in the industry with their beautiful designs, and creating new ways for our fans to experience the buzz and trends of fashion week."  

Elsewhere online, NYFW fan-favorite 'Style Setters,' the web TV show, returns with style maven Louise Roe, who'll continue to report the latest in hair, style and trends seen backstage and on the runways. On the street at New York Fashion Week, maverick street style photographers, I AM KOO and Adam Katz of Le 21 ème, will also be snapping the trends outside the hottest venues.

Follow #tresnyfw and @tresemme on social networks throughout NYFW for more information.

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