Maybelline-fashion-week-spring-2011

Maybelline's look at Custo Barcelona's Fall 2010 show. Photo: Imaxtree

Every year at Mercedes-Benz Fashion Week in New York City, the world watches as top designers send their seasonal styles down the runways.

But what most of us don't see are the blood, sweat and tears put in before the catwalking even starts.

Backstage
, crews of makeup artists and hairstylists are hard at work for hours before each show, making sure each model conveys the designer's visual message for the season.

Over the past decade, cosmetics and hair companies have began sponsoring fashion shows to be at the forefront of the beauty trend-making process and collaborate with top designers. Maybelline has led the way as the makeup sponsor for New York Fashion Week for the past two seasons, and have just announced that they're returning for a third.

This year, the drugstore favorite is kicking it up a notch, sponsoring heavy hitters like Z Spoke by Zac Posen, designer Zac Posen's new, Saks Fifth Avenue-exclusive lower line that will be his only New York show (his Zac Posen line will be shown in Paris), Gwen Stefani's L.A.M.B., BCBG Max Azria and DKNY. The brand will also be supporting their cast of edgier favorites, including artist-designer Michael Angel -- with whom they've created an exclusive makeup bag for Fashion's Night Out -- along with Vivienne Tam, Custo Barcelona and Carlos Miele.

"Maybelline New York continues to take inspiration from fashion by translating backstage trends into our cosmetics collections," said David Greenberg, president of Maybelline New York-Garnier USA, in a statement. "Our continued association with Mercedes-Benz Fashion Week allows us to take part in creating the makeup looks that we will all see on the faces of women around the world next spring. It's exciting to make stylish, on-trend beauty looks available to every woman."

Maybelline's global makeup artist Charlotte Willer -- who's a backstage and advertising favorite -- will head up the makeup team, as she has for the past two seasons.

The one show we're sad to see fall off Maybelline's traditional roster is Erin Wasson X RVCA. The "crazy brows" that Willer created at their Fall 2010 show were one of our favorites of the season, and one of the first shows to embrace the bold brow trend. But that's no fault of Maybelline -- Wasson and the surfer-chic brand reportedly parted ways earlier this year.

Get more details on the Spring 2011 catwalks with the full Mercedes-Benz Fashion Week schedule.