L’Oréal Paris takes over Place Joffre with Kendall Jenner and Jane Fonda
Picture an open-air runway just steps from the Eiffel Tower, with international stars walking past the general public. That is exactly what L’Oréal Paris is preparing for the end of the month, as part of Paris Fashion Week. This year, the brand is making a bold statement by choosing a venue steeped in symbolism.
Place Joffre: L’Oréal Paris’s new playground
For its ninth annual show, the brand is leaving the place de l’Hôtel de Ville, which hosted the event last year, and moving to Place Joffre. This new location, right next to the Eiffel Tower, the Champ de Mars and the École Militaire des Invalides, provides a monumental backdrop worthy of the show’s ambitions.
The move to the Left Bank marks a notable geographical shift. Since 2017, this event has established itself as a highlight of Paris Fashion Week, of which L’Oréal Paris is an official partner. Each edition takes over an iconic Parisian landmark, and 2026 is no exception.
A star-studded cast to showcase the latest beauty looks
On the open-air runway at Place Joffre, looks will follow one after another throughout the evening. The teams of Harold James, the brand’s International Makeup Artist, and Stéphane Lancien, Hair Artist, will be behind the beauty creations presented during the show.
The cast announced for this edition is notably international and multigenerational. Among the personalities expected on the runway:
- Viola Davis and Jane Fonda, iconic figures of American cinema
- Kendall Jenner and Cara Delevingne, icons of the fashion world
- Simone Ashley, breakout star of hit series
- Aishwarya Rai and Eva Longoria, long-standing brand ambassadors
- Kristen Bell, recently appointed brand ambassador
Further brand spokeswomen will also be on hand to champion messages around empowerment, inclusivity, freedom, self-confidence and sisterhood, according to the organisers. Names including Marie Bochet, Charlotte Cardin, Bebe Vio Grandis, Luma Grothe, Aja Naomi King and Andie MacDowell round out the lineup.
How to attend the L’Oréal Paris show for free
As every year, the event is open to the general public, free of charge. Spots are available on a reservation basis, subject to availability. Registrations open on Monday 21 September in the evening, via the dedicated platform launched by the brand.
For those who cannot make it to Paris, several alternatives are planned. Watch parties will be held in Lyon and Marseille, giving audiences in both cities the chance to experience the event together. At the same time, the show will be livestreamed on M6+, on the brand’s website, and across its TikTok, YouTube and Instagram accounts.
Whether you are in Paris, elsewhere in France, or simply in front of a screen, L’Oréal Paris has designed this event to reach as many people as possible. The multi-platform broadcast ensures wide access to this fashion and beauty moment, with no geographical barriers.
