L’Oréal Paris recently brought its annual Paris Fashion Week show, Le Défilé, to Casablanca, Morocco, for the first time. The event, held on September 28, was a watch party that combined beauty, confidence, and self-expression. The theme of this year's edition was "Express Your Worth," building on the brand's long-running "Because You're Worth It" message. The event aimed to make the show accessible beyond the traditional fashion crowd through a global livestream.
The watch party in Casablanca was held at the Sacré-Cœur Cathedral, which was transformed into a local window onto the Paris Fashion Week show. The guest list included Moroccan women working in various creative fields, such as model and presenter Leila Hadioui, actress and content creator Ouidad Lemniai, and Fatine Zaïmi. These women represented the different spaces in which the brand now places its conversation around self-expression. The event also featured a live local performance by Ouidad Lemniai, adding a Moroccan artistic moment to the night.
L’Oréal Paris describes Le Défilé as a meeting point between beauty and fashion, bringing international ambassadors together with designers and beauty experts. In Casablanca, the event gave the international message a local cast, reflecting the brand's approach to extending the experience beyond Paris. The brand has organized watch parties in international cities to make the event more accessible. This approach allows L’Oréal Paris to connect with local audiences and promote women's empowerment.
The Paris edition of Le Défilé took place at Place Joffre, facing the Eiffel Tower and the École Militaire, as part of Paris Fashion Week. The runway combined fashion with the brand’s beauty expertise, led by global makeup artist Harold James and hair expert Stéphane Lancien. In Casablanca, Laila Benjelloun Touimi, General Manager of L’Oréal Maroc, emphasized the brand's familiar slogan, linking it to a broader idea of women knowing their worth and taking their place.
L’Oréal Maroc has operated in Morocco for decades, tracing its local presence back to 1943. Today, the subsidiary markets more than 18 international beauty brands in Morocco. The event in Casablanca was less about reproducing Paris and more about giving the Moroccan audience its own place within a global L’Oréal Paris event. Fashion supplied the spectacle, beauty supplied the setting, and Moroccan women working in different creative fields gave the night its local voice.
The event in Casablanca was a celebration of Moroccan women's empowerment and self-expression. The brand's message of "Because You're Worth It" was extended to "Express Your Worth," promoting confidence and self-expression. The event highlighted the importance of women's empowerment and the role that beauty and fashion can play in promoting this message.
L’Oréal Paris' decision to bring Le Défilé to Casablanca reflects its commitment to promoting women's empowerment and self-expression in Morocco. The event was a success, and it is likely that L’Oréal Paris will continue to host similar events in the future. The brand's efforts to promote women's empowerment and self-expression are an important part of its mission and values.
Key points
- L’Oréal Paris hosts Le Défilé in Casablanca to promote women's empowerment and self-expression.
- The event was a celebration of Moroccan women's empowerment and self-expression.
- L’Oréal Paris aims to make the show accessible beyond the traditional fashion crowd through a global livestream.
