FACE-FORWARD: L’Oréal Paris has named Brazilian model Luma Grothe as its newest spokeswoman, WWD has learned. “Fast-tracked to the fashion scene, Luma’s magnetic charisma combined with her dazzling, deep emerald eyes made her the trendiest up-and-coming model,” stated Cyril Chapuy, L’Oréal Paris brand global president. “She is the poster girl of a modern and multicultural vision of beauty, and we are so pleased to welcome her to the L’Oréal Paris family.” Indeed, Grothe is a one-woman melting pot, with German, Japanese and African ancestry. She moved to London when she was 16 for work from Joinville, a city in the southern region of Brazil, by way of São Paulo. Grothe’s international modeling career has sent her down the runways of labels such as Burberry, Vivienne Westwood and Dsquared2. She’s appeared on covers and in features of publications including Vs. Magazine, Vogue Italia, Grey Magazine, Elle and Glamour. The model has a strong penchant for social media, regularly tagging, posting and regramming. “I am very proud to represent such an inspirational brand. To me, ‘Because you’re worth it’ is even more than a legendary slogan I grew up with. It’s a motto that continues to resonate in my generation,” she stated, referring to the L’Oréal Paris
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