TRESemme falls into fashion with Whitney Port

MELROSE PARK, Ill. Hair care brand TRESemme, the official hair care sponsor of Mercedes-Benz Fashion Week for the fifth season running, is transporting the runway into everyday through its "Her Way to the Runway" campaign with designer and reality star Whitney Port.

The spring 2011 season of Mercedes-Benz Fashion Week takes place from Sept. 9 to 16 in New York City.

Port, a young designer and star of MTV's "The City," will discuss the inspiration behind her spring 2011 Whitney Eve line and will translate how these looks can be created for everyday style.

Debuting in December in Allure, Glamour and Lucky magazines, the six-page insert will be supported through digital campaigns on Luckymag.com, Allure.com, Glamour.com and Style.com. It also will be featured in the brand's social media outlets and Port's social networks, revealing backstage photos from the shoot and all the action behind the scenes.

TRESemme celebrity stylist Mara Roszak is creating the hair looks for the insert. Roszak also is the lead stylist at Port's upcoming spring 2011 Whitney Eve fashion show.

In addition, the brand will have a more significant presence at Mercedes-Benz Fashion Week than in seasons past. There will be a TRESemme Salon & Lounge, a two-story space inside Lincoln Center that will have a dedicated salon on the upper level where TRESemme stylists will be providing complimentary dry styling. Downstairs a professional photographer will be snapping shots of aspiring fashionistas strutting their hairstyles. Photos will be posted on the TRESemme Facebook page.

In addition to the Whitney Eve show, TRESemme will be creating the hair looks for designers Tracy Reese and Charlotte Ronson.

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