Live fashion returns to the screens of Callao City Lights! On the occasion of the opening of Paris Fashion Week, L’Oréal Paris has carried out a spectacular action in Madrid’s Plaza del Callao, consisting of a live broadcast of Le Défilé L’Oréal Paris, the fashion show organised by the brand as part of the opening of the event in the French capital, and an activation in the square, which allowed attendees to apply make-up in situ and see themselves in style on the Callao screen.

The broadcast attracted hundreds of people who did not want to miss the fashion show organised by the cosmetics firm and the dance show that accompanied it in the square. Attendees, including several influencers, were able to try out some of L’Oréal’s products in situ with expert make-up artists and see themselves on the Callao screen posing in front of a reproduction of the base of the Eiffel Tower placed in the square.

Le Défilé L’Oréal Paris, which took place in the incomparable setting of the Paris Opera, was a tribute to female empowerment, diversity and sisterhood. The show was attended by many famous faces and L’Oréal Paris ambassadors from around the world, including Lima Grothe, Eva Longoria, Kendall Jenner, Cara Delavigne, Camila Cabello, Cindy Bruna, Viola Davis, Leila Bekhti, Yseult, Andie Mcdowell, Jane Fonda, AishWarya Rai, Liya Kebede, Aja Naomi King, Alia Bhatt, Marie Bochet, Beatrice Vio Grandis and Spanish influencer Lola Lolita.

‘Activations of this kind demonstrate the value that Callao City Lights can bring when it comes to magnifying and making an action more visible. Combining the power of attraction of our screens, thanks to their size, image quality and location in the busiest square in Spain, with such spectacular square activations, such as the one carried out on this occasion by L’Oréal Paris, is something that always gives good results’, says Gorka Pagazazaurtundua, commercial director of Callao City Lights.

Prodigious was responsible for the production of this incredible action and Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal, for the media management.