TO TRANSFORM FANS INTO THEIR FAVOURITE TEEN VILLAINS

 

 

 

London, UK, 2^nd October 2019: In celebration of the highly anticipated Descendants 3 making its UK premiere on Disney Channel on Friday 11^th October, Disney Channel has collaborated with London’s hottest hair braiders, The Braid Bar, to transform fans into their favourite characters with dedicated Descendants 3 inspired braids.

The premiere of Descendants 3 on Disney Channel US (2^nd August 2019) saw an astonishing 8.43 million Total Viewers watch the movie, making it the #1 telecast of the day across all television^*, a figure that rose to 11.2 million just over two weeks post-premiere. To celebrate its premiere from across the pond, the Descendants 3 braids are inspired by the film’s key characters and iconic hairstyles. As braids have become a top trend** and the ultimate style statement with young viewers, the braids will be available to customers to emulate their ultimate characters, in time for half-term, from Monday 7^th October until Sunday 3^rd November.

Located in Oxford’s Street’s Selfridges store, The Braid Bar is renowned for brilliant braids and chic styles, often adorning the crème de la crème of A-listers with their famous braids – from Cara Delevingne and Suki Waterhouse to Mabel and Lila Grace Moss.***

Furthermore, Disney Channel has also collaborated with four of the next generation of young, talented content creators; Ruby & Raylee, Ambi C, and Tianna, who will emulate The Mal, The Evie, The Uma and The Audrey looks. With tutorial and ‘how-to’ videos revolutionising the internet, proving one of the most popular types of video search terms, to mark the launch, each content creator will film their own tutorials, showing fans how they can revamp into VK’s (Villain Kid’s) and style their own Descendants 3 braids from home. Tutorial videos will be released from w/c 7^th October. To watch their videos and get the look, head to https://www.youtube.com/user/DisneyChannelUK.

The exclusive Descendants 3 inspired menu at The Braid Bar will showcase the various braids on offer, including stylish Descendants 3 initials, colours and character inspired braids, such as:

• The Mal The Evie  The Jay  The Uma  The Audrey The Carlos

Descendants 3 style braids will start from £15.

Descendants 3; which stars Dove Cameron (Mal), Sofia Carson (Evie), Booboo Stewart (Jay) and Cameron Boyce (Carlos) playing the teenage children of Disney’s most iconic villains; sees the VKs return to the Isle of the Lost to recruit a new batch of villainous offspring to join them at Auradon Prep. In the film, the safety of Auradon is jeopardised with an unfathomable dark force threatening the people, and it’s up to Mal and the VKs to save everyone in their most epic battle yet.

 

The Braid Bar, located in the heart of the Beauty Workshop of Selfridges, was founded in 2014 by artist Sarah Hiscox and Creative Director Willa Burton, and counts the likes of Cara Delevingne and Suki Waterhouse as celebrity fans. The concept of Braid Bar is a free-standing bar, offering quick and affordable braids from an a-la-carte style menu.

Descendants has been the number one UK Disney Channel Original Movie amongst girls for the last 11 years, with Descendants 2 becoming a global phenomenon with more than 72 million viewers across 159 countries and 32 languages. In the UK, Descendants 2 was the highest rated kids’ channel telecast with kids 4-15.

Descendants 3 is dedicated in memory of one of its beloved stars, actor Cameron Boyce.

 

 

 

 

 The Descendants 3 limited edition Braid Bar menu will be available in Selfridges from Monday 7^th October until Sunday 3^rd November,

Descendants 3 airs on Disney Channel on Friday 11^th October. Descendants 3 braids are available at Braid Bar from 7^th October. For more information please head to www.thebraidbar.co.uk.

Descendants 3 style braids will start from £15.