Roping in 50 of its spokesmodels, L’Oréal Paris built a specially constructed 60m floating catwalk right in the middle of the River Seine and invited over 400 VIPs to watch from a boat, while 200,000 members of the general public could watch from the river’s bank. And the show pulled in crowds came from far and wide - even the roads around the river were closed while the show took place at 2pm this afternoon.

Dutch supermodel Doutzen Kroes opened the parade, arriving on her own boat in true James Bond-style. She was then joined by other faces of L’Oréal Paris including Eva Longoria, Neelam Gill, Stylist’s fashion issue cover star Duckie Thot, Cheryl, Winnie Harlow, Elle Fanning and Iskra Lawrence.

PFW: L’Oréal Paris just shut down the River Seine with an epic catwalk show