L’Oréal’s Franco-African Vibes in the Heart of Braamies

Launch of the L’Oréal Professional African Salon Institute

Year: 2014 Client: L’Oréal

Located in trendy Braamies, a stone’s throw from our Parktown offices, L’Oréal’s new Institute has been deliberately positioned to become part of the vibrant local design culture. The iconic French brand inspired MojaNation to launch the institute with a Franco-African theme, threading it into every last detail, from hairstyling and custom-designed outfits to food and décor.

At the Institute entrance, three models in full body paint and avant-garde hairpieces created a living French flag, in tribute to L’Oréal’s French origins. Four top South African salons collaborated to create elaborate hairpieces for the exquisite hostess for the morning, runway model Eno, and the event waiters, incorporating the classic French braid and local textiles into their proudly African designs.

Grace Lesomo, a dressmaker at SEWAFRICA in the Joburg CBD, made half-and-half suit-jackets for the waiters. The colours of the French flag waved proudly in pinstripes, shweshwe fabric and North African waxprints.

After hours of hard work and preparation, L’Oréal VIPs and guests were welcomed by the African rhythms of Djembe Drumming as they walked down the red carpet. Inside, they were treated to G.H. Mumm champagne and French-braided koeksisters. The event literally stopped the traffic outside, and people crowded around the red carpet, snapping pictures for Instagram and vying for a closer look.