Weleda is back for London Fashion Week this February, hosting the Weleda Model Lounge – an initiative it has supported for 17 years. The Model Lounge will be in London’s Bloomsbury – the creative heart of London and a stone’s throw from Bloomsbury Square where Weleda was first established in the UK in 1925.
The Weleda Model Lounge provides models with a quiet home-from-home where they can unwind, eat healthily, take off their make-up, kick off their shoes and enjoy a little pampering with Weleda’s organic skin care. Weleda’s experienced experts will provide complimentary facials and holistic skin care advice.
This private sanctuary in central London was originally the brainchild of model and fashion icon Erin O’Connor, back in 2007, created as a resource for models during fashion week. A promoter of positive change, Erin was one of the first people in the fashion industry to campaign for safer, nurturing conditions for models. She reached out to Weleda, one of her favourite brands, to support her initiative.
“Most models are very young when they first enter into the industry,” says Erin. “I wanted to provide a safe haven to allow them to flourish and feel comfortable with themselves. When you combine the amount of pressure they receive from the industry and the media, I felt it was important to provide a service which aims to nurture and encourage them.”
Today, the Weleda Model Lounge provides a supportive space for models to relax and recharge during their demanding week. Weleda is proud to have championed this ever-evolving project for the past 17 years, across many seasons of London Fashion Week, creating a welcoming hub for models’ health and wellbeing.
