TRESemmé Takes Over New York's Biggest Week of Fashion for 19th Year in a Row

This season, the brand is transforming bedheads into bombshells with party-proof styles that'll last beyond the runway

HOBOKEN, N.J., Sept. 12, 2025 /PRNewswire/ -- Thanks to TRESemmé, the runway isn't the only place serving looks this season. The brand will be working its magic backstage as the official hair sponsor for the SS26 shows of Christian Siriano, Cynthia Rowley, LUAR, Prabal Gurung and more in New York — with each dropping a signature hair moment crafted using the TRESemmé A-List Collection.

The brand is taking everyone from FOMO to the front row

From backstage to NYLON Nights: Fashion Edition, TRESemmé is all about providing runway hair and real-world access. It's why the brand will be letting anyone and everyone experience the full model treatment — no backstage pass required —at the TRESemmé Style Studios Pop-Up Salon. Held on 216 Lafayette in SoHo throughout the week, guests can either drop by without an appointment or secure one of the first-come, first-served spots through Eventbrite.

"Every year, we challenge ourselves to take our work with fashion's top designers to the next level," shared Yoni Klein, Head of Marketing, TRESemmé North America at Unilever. "I couldn't be prouder of the progress we've made throughout the years to democratize quality hair care and bring stylist favorites to consumers. We're letting everyone behind the curtain a bit — after all, looking like a total icon shouldn't be VIP only!"

Get out of bed and into the glam event of the year

Fashion's biggest week will also mark the ultimate culmination of the TRESemmé Get TF Out of Bed campaign, which has been putting the "life" back in "nightlife" through a series of coast-to-coast celebrations since first launching in August. As the title sponsor of NYLON Nights: Fashion Edition on September 12, the brand is throwing the ultimate party at Classic Car Club Manhattan to make sure fashion's biggest names don't see their bed that night. Paige DeSorbo, TRESemmé brand ambassador, will be taking New York City by storm with Victoria Fuller at the event, filming the special finale of the brand's "Get TF Out of Bed" episodic YouTube series that proves exactly how 10/10 confidence starts from within. Full episodes will be posted on the brand's YouTube channel, starring your favorite creators including Xandra, Mia Martini, Victoria Villaroel, Maria Georgas, and more.

Embrace your inner A-Lister with the TRESemmé A-List Collection

The TRESemmé A-List Collection will be the styling standout throughout the hottest week for fashion in New York. Inspired by very real (and very expensive) prestigious options on the market, the 8-piece line includes all the most-loved styling and finishing formats used by top celebrity stylists. Plus, each product has a signature fragrance created by master perfumers with notes of golden vanilla and sandalwood that puts the "luxe" in "luxurious."

Whether it's holding bold textured styles or smoothing flyaways to perfection, the TRESemmé' A-List collection is here to finish your style with an all night hold that'll get you through the after party and after after party:

• Dry Texturizing Spray — Provides volume and hold with zero weight, because flat hair on (or off) the runway just isn't an option.
• Signature Hair Fragrance — Gives you a front row-worthy aura of golden vanilla and sandalwood.
• Instant Fix Styling Stick — Slicks back the toughest flyaways during chaotic backstage moments and beyond.
• Lacquer Shine Spray — Adds vibrant gloss that even the biggest spotlights can't compete with…with next-level frizz control.
• Smoothing Cream — Say goodbye to frizz and hello to sleek, camera-ready locks.
• Bonding Oil — Think of this as your secret weapon for strength, shine, and that effortlessly cool "rich girl" glow seen on your favorite models.
• Workable Hairspray — Delivers flexible hold with an adjustable nozzle that adapts to your personal style.
• All-in-One Style Primer — The MVP working behind the scenes to prep, prime, and protect hair before styling.

"If you're looking to unlock major A-List energy on and off the runway, this is my secret," added Lacy Redway, TRESemmé Lead Stylist. "It's an incredible feeling to be partnering with the brand once again, working with the industry's top designers and stylists to create magic backstage and beyond. It's all about providing high-fashion hair without breaking the bank!"

Shop the TRESemmé A-List Collection exclusively at Target (SRP $11.99). Be sure to follow @tresemme on TikTok, Instagram, and YouTube.

About Unilever in North America
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.

Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.

For more information on Unilever U.S. and its brands visit: www.unileverusa.com
For more information on Unilever Canada and its brands visit: www.unilever.ca

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Olivia Sowa
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SOURCE TRESemmé