Schwarzkopf joins Mercedes-Benz Bucharest Fashion Week (March 24 – 28) as Official Hair Partner and assumes a visible role in one of the most relevant fashion events in Bucharest, bringing its expertise in styling, color and care to the forefront, where the looks of the moment are defined.
Mercedes-Benz Bucharest Fashion Week transforms the city into a space where fashion is built in real time, between the backstage, the runway and the experiences around them. In this ecosystem, Schwarzkopf becomes part of every stage that matters – from the energy behind the scenes, to the interactions in the spaces dedicated to guests and to the areas where the audience comes into direct contact with the trends. The looks presented on the podium are created by Schwarzkopf Professional teams, who bring the expertise from behind the scenes to the forefront and directly contribute to shaping the styling directions of the season.
Each of these points tells a different story, and the brand connects them into a coherent experience, designed to be lived, but also shared further.
From haircare to runway
This involvement is supported by a portfolio built for the real dynamics of styling. Gliss brings hair repair and regeneration solutions, Taft offers control and resistance for looks that must keep up with the pace of the event, and Creme Supreme completes the experience through color, with formulas that emphasize performance and protection.
Together, they outline a flexible system, adapted to each style and each moment.
During the event, Schwarzkopf proposes a series of activations that emphasize experiment, transformation and personal expression, in a format designed to generate interaction and organic content. Some of these moments will also be able to be followed on the official pages of Mercedes-Benz Bucharest Fashion Week.
A special point of the edition is Sightless Fashion, a multisensory project created by glissando.pov for Mercedes-Benz Bucharest Fashion Week and the Ministry of Culture, dedicated to blind people and built around the idea of experiencing fashion beyond the visual. Schwarzkopf supports this initiative with haircare and styling products integrated into dedicated kits, contributing to an experience that emphasizes inclusion and accessibility.
“The partnership with Mercedes-Benz Bucharest Fashion Week is a natural one for Schwarzkopf. We are talking about two industries where detail makes the difference, and the final result is always a form of expression. Through our presence here, we want to support not only the catwalk looks, but also the freedom of each person to build their own identity, every day.” – Ana-Maria Popa, Brand Manager, Henkel Romania
Through this partnership, Schwarzkopf positions itself at the center of a moment that not only reflects current trends, but also shapes them, in a continuous dialogue between beauty, fashion and the community that takes them forward.