TRESemmé & Mercedes-Benz Fashion Week

Exclusive real-time content created live from Mercedes-Benz Fashion Week.

Brand:
TRESemmé

Project:
Empower women with the backstage secrets of creating runway hair, you can wear.

My role:
Design Lead

Team:
Edelman Social

The infectious energy of Mercedes-Benz Fashion Week is something TRESemmé users want to feel part of. This season, the goal was to make Fashion Week as known for hair as it is for fashion. To do that, we planned to elevate TRESemmé’s presence at the shows by creating exclusive, behind-the-scenes content from the TRESemmé Runway Insiders — capturing backstage access, front-row moments, and the latest trends as they happened. These insiders worked around the clock to deliver a personal, real-time point of view on runway hair and show women at home exactly how to recreate the looks.

I led the team responsible for creating a fully branded Social Content Kit for New York Fashion Week, showcasing the live content coming directly from the event. We also developed content briefs for the TRESemmé insiders and photographers, along with style guidelines for all global markets covering Fashion Week.

During the shows, I directed the team producing content in real time from New York — capturing, editing, and publishing assets at all hours. We populated the templates we had prepared in advance, but also created new pieces on the fly, responding to the looks, trends, and updates coming straight from our insiders on the ground.

Harley Viera-Newton doing a Q&A on a pop-up stand we designed and branded.

A few minutes after these shots were taken, they were sent to our teams in London and New York, where 7–8 key images were selected, retouched, and dropped into our templates. Moments later, the content was published across all TRESemmé social channels — giving fans instant, real-time access to what was happening backstage, sometimes even as the models were stepping onto the runway.

Visual Identity & Guidelines

We designed the Visual Guidelines and Social Content Kits for Mercedes-Benz Fashion Week. These were shared with the teams in London and New York working at the live events, as well as with global markets using the content and adapting the briefs.