L’Oréal Paris 2026 runway show: stars, brand ambassadors and a public show at the foot of the Eiffel Tower

In the thick of Fashion Week, glamour comes alive at Place Joffre. The L’Oréal Paris Fashion Show returns on September 28, 2026 at 9 p.m., at the foot of the Eiffel Tower, with "Express Your Worth," a new public edition where stars and brand ambassadors will take the runway in sequence, showcasing beauty looks, couture silhouettes, and messages of empowerment.

Each season, as Parisian runways showcase silhouettes and new collections, L'Oréal Paris unveils its brushes, its lipsticks and its ambassadors for its own Fashion Week moment. Created in 2017, Le Défilé L'Oréal Paris takes over a landmark venue in the capital each year and brings the catwalk into the city, bridging the worlds of fashion and beauty for the public.

In 2026, the runway moves to Place Joffre in the 7th arrondissement, with the Eiffel Tower as a backdrop, on September 28 at 9 p.m. Dubbed "Express Your Worth", this edition celebrates sisterhood, inclusivity, freedom and self-confidence, extending the brand’s iconic signature, Because you’re worth it.

The staging changes with each edition. After its first bow on the Champs-Élysées in 2017, the show notably moved to Place de l’Opéra in 2024, and then to the forecourt of the Hôtel de Ville in 2025. Paris thus becomes an XXL runway, with refreshed scenography at every Fashion Week.

Who's walking the runway for L'Oréal Paris?

On this catwalk, models aren’t the only ones who know the drill. Actresses, singers, athletes, models, spokespersons and other international brand ambassadors for the beauty brand take the spotlight, dressed by major houses and styled and made up by the group’s teams.

Casting evolves each year. For 2026, the full lineup of anticipated personalities has not yet been revealed. Across editions, the event has welcomed some of its most iconic faces, among them Eva Longoria, Jane Fonda, Helen Mirren, Andie MacDowell or Kendall Jenner. That gives the show a red-carpet vibe.

Behind the stars and the beauty looks, the show also sends a message about self-esteem and empowerment. A long-running initiative off the runway since 2020 with the global Stand Up program against street harassment, it raises awareness of harassment in public spaces and offers training based on the 5D method to learn how to respond as a bystander or a victim.

Can you attend the L'Oréal Paris show for free?

That's one of the hallmarks of the event. While many Fashion Week runways stay reserved for industry professionals and attendees, the cosmetics brand aims to open its showcase to a wider audience.

Modalities vary year by year: free reservations for some editions, or a specific access setup for others. In 2026, the brand has so far announced a fashion show "open to all" on Place Joffre. A note of caution: previous editions have shown that crowd levels and capacity limits can complicate entry, while simply reaching the area does not necessarily guarantee a good view of the show.

The event also regularly features an online livestream, with details provided as the date approaches.

Every year, the L'Oréal Paris Fashion Show puts Paris back in the spotlight with its mix of fashion, beauty looks, and international personalities. A reminder that during Fashion Week, style is also crafted with a few brushstrokes. Because Paris is worth it.