Men’s Model Zone Heads East
Weleda sponsors The Model Zone at London Fashion Week Men’s 5-7 January
Weleda is excited to be sponsoring the Men’s Model Zone for London Fashion Week Men’s this season as this project is relocating to London’s E1 to be nearer the shows at the Old Truman Brewery in Brick Lane. Visitors to The Men’s Model Zone will be able to take advantage of holistic massage treatments and skincare advice courtesy of the Weleda team.
Weleda has created a little holistic haven for show weary models in The Men’s Model Zone. This is a private space where models can rest and recharge their batteries between castings, fittings and shows during LFWM. This relaxing retreat provides a nurturing oasis where models can 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 will also be on hand to offer natural health advice.
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 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.
As well as Skin Food, The Men’s Model Zone goody bag also includes 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.
Weleda Skin Food will also be working its magic backstage at LFWM. Make-up designer Riona O’Sullivan and her team will be using 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, 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 will be using 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. As Riona explains:
“Weleda is a brand I trust and use myself. Like Labrum, passion, quality and integrity defines the Weleda brand. Backstage at fashion week can be so hectic, so sitting a model down and giving them a treatment with a beautifully fragranced product such as Weleda Skin Food creates a few moments of calm.”
Weleda Skin Food will also be restoring skin radiance backstage at the Daniel W Fletcher show and presentation by menswear brand Studio ALCH with makeup artist Mona Leanne and her team.