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NEW FACE IN THE TENTS: Maybelline New York, which touts itself as the top-selling makeup brand in the global mass market, is said to be close to signing a deal to become a lead sponsor of the Mercedes-Benz Fashion Week in Bryant Park. Maybelline, a division of the Paris-based L’Oréal, has never played a role in the Bryant Park shows, but the brand has had fashion sponsorships in Germany, according to sources. Maybelline’s new sponsorship deal is thought to be for a two-year period for both the September and February shows, first in Bryant Park and then at Lincoln Center. A L’Oréal spokesman could not be reached for comment.
The move comes after MAC Cosmetics, the previous cosmetics industry backer of the fashion shows, was said to be in talks to become a lead sponsor for runway shows and presentations at Milk Studios during fashion week. According to sources, MAC is withdrawing its sponsorship from the Bryant Park shows in favor of backing the Milk Studios venue. A MAC spokeswoman confirmed late Friday that MAC will no longer be the cosmetic sponsor of fashion week at the tents. However, the company will continue to do the backstage makeup for a multitude of shows.