BY KATIE - MYGREENPOD, 10 Jan '19

By sponsoring The Model Zone at London Fashion Week Men’s, Weleda created a haven of wellbeing for show-weary models

This season, the Men’s Model Zone for London Fashion Week Men’s relocated to London’s E1 to be nearer the shows at the Old Truman Brewery in Brick Lane. Visitors to The Men’s Model Zone were able to take advantage of holistic massage treatments and skincare advice courtesy of the Weleda team.

Weleda created a little holistic haven for show-weary models in The Men’s Model Zone. This private space allowed models to rest and recharge their batteries between castings, fittings and shows during LFWM.

‘By collaborating with fashion houses we get to connect with the forward thinkers. Every designer, stylist, model and makeup artist involved in the creation of a look is also a very perceptive consumer – a natural trendsetter themselves. They know that using natural and organic cosmetics is not only very much on trend but that it also makes complete senses to use products that enhance your natural health and beauty. It is also sustainable.’

JAYN STERLAND
Managing director of Weleda UK

Natural health and skincare

The nurturing oasis meant models could unwind, refuel and make the most of relaxing treatments from Weleda’s holistic therapists Nisha Jani, Megan Edwards, Rachael Leffman, Katerina Roberts, Gabriele Haynes and Sarah Morgan. Weleda homeopaths Rachael and Katerina were also on hand to offer natural health advice.

Models had 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. Alternatively models could relax with an aromatic upper body massage to ease aches and pains and release any tension held in the neck, arms or back.

‘This season Labrum is focusing on the mood of an era, scene and style: 1970s Electric Highlife. Inspired by old skool record album covers, lyrics, symbols, art and rebellion. With strong yet earthy colours in the fabrics, I’m looking to bring some of these ideas and colours into my makeup. As always, good skin texture is vital. I will be pampering the boys to the max! My key product will be Weleda’s Moisture Cream for Men. The texture is perfect and also a great makeup base. Backstage at fashion week can be so hit and miss with space, temperature and so on, so I’ll have hot flannels at the ready for any skin turned blue from the cold, and a few drops of revitalising toner in the water. Then Weleda Skin Food for any areas that need some extra TLC.’

RIONA O’SULLIVAN
Makeup designer

Models took 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.

As well as Skin Food, The Men’s Model Zone goody bag also included a gentle Shaving Cream and shaving brush to tackle any five o’clock shadow, a recuperating Arnica Bath Soak, energising Arnica Sports Shower Gel, travel-sized Arnica Massage Oil and soothing Aknedoron Cleansing Lotion.

Backstage secrets at LFWM

Weleda Skin Food also worked its magic backstage at LFWM. Makeup designer Riona O’Sullivan and her team used Weleda skincare exclusively at the presentation for Labrum London, a label founded by London-based designer Foday Dumbuya who was originally from Sierra Leone. It’s a label that understands all about attention to detail and craftsmanship, with a focus on the individual rather than the market, and creating timeless fashion rather than short-term trend – an ethos very similar to that of the Weleda brand.

Herself Steiner educated and familiar with the Weleda brand from childhood, Riona used a mixture of Weleda’s Moisture Cream for Men, Shaving Cream, One Step Cleanser Toner, Skin Food original, Skin Food Light and Skin Food Lip Balm.

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