BY KATIE - MYGREENPOD, 09 June '18

Weleda has created a haven of wellbeing at London Fashion Week Men’s

This June, it’s the boys’ turn to receive holistic massage treatments and wellbeing advice from the Weleda team.

During this season’s London Fashion Week Men’s (09-11 June), the green beauty pioneer is sponsoring the Men’s Model Zone – a holistic haven for show weary models. This is a private London space where models can rest and recharge their batteries between castings, fittings and shows.

Why The Model Zone matters

We were lucky enough to get a behind-the-scenes peek at The Model Zone during LFW. It’s an unbelievably soothing and relaxing haven that provides a much-needed retreat for models, so they can kick back and unwind out of the spotlight.

The nurturing oasis lets models refuel with healthy snacks, drink plenty of hydrating teas and water and make the most of breaks in their punishing schedule of castings and shoots.

Models can also experience relaxing treatments from Weleda’s holistic therapists Amanda Bucher, Suzi Brown, Gabriele Haynes, Rachael Leffman and Sam Lloyd. Weleda homeopaths Wendy Rushin and Jo Permaul will be on hand to offer natural health advice and summer travel tips.

Models have the chance to experience a revitalising Skin Food Facial, which is a 30-minute radiance restoring treat with Weleda Skin Food. The facial uses Skin Food as a moisture-boosting facemask, together with a selection of other Weleda skincare products to cleanse, soothe and revive a lacklustre complexion. Or models can relax with an aromatic upper body massage to ease aches and pains and release any tension held in the neck, arms or back.

Models love Skin Food

Models take home a ‘Fashion Week survival collection’ containing some prized Weleda Skin Food and other treats to keep them fresh and fragrant. Formulated in 1926, many top models rely on Skin Food to restore a healthy glow.

Well known fans of Weleda skincare include British models David Gandy and Andrew Cooper, actors Max Irons and Adam Garcia, television sports presenter Ore Oduba and Olympic equestrian champion William Fox-Pitt.

Click here to find out why Weleda Skin Food is a MyGreenPod Hero

Weleda backstage at LFWM

Weleda Skin Food will also be working its magic backstage at two LFWM shows, where Weleda skincare will be used to prepare the models.

Makeup artist Riona O’Sullivan and her team will be using Weleda skincare backstage exclusively at the presentation for Labrum London, a label founded by London-based designer Foday Dumbuya who was originally from Sierra Leone.

Labrum London is all about attention to detail and craftsmanship, with a focus on the individual rather than the market. The pieces are designed for timeless fashion rather than short-term trends – an ethos very similar to that of the Weleda brand.

Riona O’Sullivan was Steiner educated and familiar with the Weleda brand from childhood. She will head up a team of four makeup artists looking after 14 models for the Berthold presentation, using a mixture of Almond and Evening Primrose Skin Care as well as the Weleda Moisture Cream for Men, Shaving Cream, Refining Toner, Lip Balm and of course Skin Food.

Weleda Skin Food is a favourite with LFWM models and makeup artists
Weleda Skin Food is a favourite with LFWM models and makeup artists

‘Weleda is a brand I trust and use myself. Like Labrum, passion, quality and integrity define the Weleda brand. Backstage at fashion week can be so hectic, so sitting a model down and giving them a small massage with a beautifully fragranced product such as Evening Primrose or Skin Food creates a few moments of calm. The look for the Labrum presentation is hydrated, healthy skin, with overlaying makeup influenced by tribal painted motifs.’

RIONA O’SULLIVAN
Makeup artist

A go-to brand for makeup artists

Weleda skincare will also be coming to the rescue backstage for the catwalk show of designer Raimond Berthold, an Austrian-born designer based in London. Having graduated from Central Saint Martins he went on to establish the label Berthold in 2009.

Raymond often works with a utilitarian aesthetic, for example uniform-inspired designs and tunics, which he transforms into elegant apparel. His pieces explore texture or dramatically contrast utilitarian black, charcoal and khaki with bright golden yellow or metallic orange. He uses modern tech fabrics such as neoprene, combined with light Italian wools or thick English cottons.

For Raymond’s show, models will be treated to Weleda Skin Food plus Weleda Pomegranate Regenerating Hand Cream and Pomegranate Nail Pen courtesy of well known LFW manicurist Saffron Goddard and her team. Saffron explained that she too grew up using Weleda products, and said that it ‘was always our go-to brand’. Saffron added that Weleda was ‘naturally my first choice when looking for a brand to use for the Berthold show.’