NEW YORK — Hair styling brand Tresemmé has announced its latest fashion-infused endeavor: Tresemmé Style Setters.
The multi-phase digital series, featuring “Twilight” star Nikki Reed, premieres on the Tresemmé YouTube channel this week. This series takes consumers backstage at Mercedes-Benz Fashion Week to reveal the latest hair trends and stylist secrets straight from the fall 2012 collections of designers including Tracy Reese, Charlotte Ronson and Rebecca Minkoff.
The first nine episodes of Tresemmé Style Setters will take viewers on a journey illustrating the energy and anticipation behind the scenes at Mercedes-Benz Fashion Week. Reed will share her personal perspective on the creative process as well as her conversations with Tresemmé stylist Jeanie Syfu, and the fashion designers.
In partnership with Alloy Digital and Mindshare Entertainment, Tresemmé grants women an inside look at the preparation leading up to Mercedes-Benz Fashion Week and throughout the season. The eight month-long program, delivering 32 original episodes, will follow the activity backstage at Mercedes-Benz Fashion Week Fall 2012 straight through to the Spring 2013 show with footage of the creative and collaborative process behind creating the looks that make it down the runway.
Viewers also will get the chance to see how the runway looks are interpreted and infused into every day fashion and hair trends throughout the year when the series makes stops at select fashion and music events across the country. Accompanying Tresemmé Style Setters will be “how-to-videos” featuring Tresemmé stylists Tyler Laswell and John D., who will walk women through a step-by-step process to recreate the runway-inspired looks at home.
Tresemmé has been the official hair care sponsor at Mercedes-Benz Fashion Week for eight consecutive seasons. Mindshare Entertainment and Alloy Digital produced the series in conjunction with Generate Studios, Alloy’s in-house production division.