LFW AW2010 Weekly Round Up

In four days St.Tropez has managed to propel itself into a truly fashionable product that is known for more than the one-dimensional tan. London Fashion Week celebrated turning 25 last week, and St.Tropez played a big part in the success of the six day schedule: creating four completely different looks for four of the City’s biggest designers.

Press attention was rife and St.Tropez’s expert skin-finisher Nichola Joss, and team, did an unrivalled job of applying a cocktail of new and innovative St.Tropez products to achieve a variety of skin finishes that complemented gently tanned, and glowing skin. Everyone from the designers, models, hair and make-up artists and - always the most critical commentator – the press, were bowled over by the results showcased. The polished finishes succeeded in dispelling any previous miss-conceptions, surrounding tanning being a uniformed look. Ergo: ‘The St.Tropez Effect’.

Make shift tanning booths were erected backstage and the human production line commenced. Starting  – very early – on Sunday, at the Louise Goldin show. Louise, a fabric technology wiz, was keen to recreate a look for the skin that was based on Nineties Versace advertising. And a perfectly even, deep tan is a huge part of this aesthetic. Nichola coated the girls with the brand new Wash Off Mousse solution to create a matt look. The result? A line-up of Nordic goddesses - with skin that beautifully accentuated Louise's acid-pastel collection.

The following day was Marios Schwab’s show and time to create another new skin trend for S/S 2010. Marios asked St.Tropez to provide a look he described as ‘Midnight Skin,’ roughly translated as skin that looks like it’s under UV strobe lights. This was achieved by applying a base coat of Wash Off Mousse to the skin, closely followed by a luminous topcoat provided by the not-yet-released St.Tropez skin illuminator cream. The illuminator’s purple and blue tones worked exceptionally well with Marios’s violet and lilac colour palette. Just like Marios’s S/S summer collection, the illuminator finishing cream isn’t available until spring – but the waiting list has already begun.

Half way through and on to the Roksanda Ilincic show. Roksanda is one of the most beautiful women in British fashion, and her collections of – mostly – eveningwear, reflect her personal beauty. Again, Nichola started with a base coat of colour to even out the skin tones of the girls. To suit the different creeds and colours of Roksanda’s multi-cultural line-up, the team used a variety of Wash Off products to create a polished final look. Head makeup artist, Lucia Pica followed up with St.Tropez Bronzing Rocks and Bronzing Powder to give the eyes and cheeks definition. Excitingly on black models, a blue pigment powder was added to the collarbones, and other protruding areas. White girls were given a similar treatment in the form of St.Tropez Radiance Mousse.

And now for something completely different: the final day of London Fashion Week was dedicated to menswear – and yes, St.Tropez tans men too! Designer Christopher Shannon has long been obsessed with the tan manual labourers catch, whilst hard at work. Or the tan lines lads may have after falling asleep in the park. To achieve a modern and sexy take on this, Nichola used tape and pulled up socks as body stencils. Then she sprayed blocks of colour into key areas – the legs, forearms and from the top of the nose to the chin on faces. Foreheads that may have been shaded by a baseball cap were left untouched, on some boys. Some of their hands, which could have been covered with gloves, were also not sprayed. The innovative result left the front row gasping – surely a fashion first!

Michelle Feeney, CEO St.Tropez regards herself a ‘cult brander’ who gets “a kick out of seeing a team of people being brilliant at what they do.” London Fashion Week only illustrates what a great and dedicated team the St Tropez lot are, and tells a story of how this brand has become a must have for dedicated followers of fashion.

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