NEW YORK — Tommy Hilfiger and Beyoncé Knowles have gold in their sights.
The duo are expanding the Tommy Hilfiger Toiletries True Star masterbrand — which already includes a men's and a women's scent — with True Star Gold, a new women's scent that will launch in December.
During an exclusive phone interview with WWD from a North Carolina stop on her Destiny Fulfilled tour, the multihyphenate Knowles — singer, actress, apparel designer and fashionista, just to name a few — proved that she is remarkably down-to-earth about her fame.
"I grew up around sewing machines," Knowles said with a laugh, alluding to the apparel line she is creating with her mother, Tina Knowles, her longtime stylist. The line, House of Déreon, is named for Tina's late mother, Agnes Déreon. "I've been surrounded by fashion and glamour my whole life, so it feels natural to do the fashion and the fragrances."
Knowles said that she sees the original True Star fragrance as "a private performance, sensual and soft," and True Star Gold as "a reflection of me on stage — it's a sexy, confident fragrance."
That's an analogy that Hilfiger completely agrees with. "This fragrance celebrates the talent and the brilliance of Beyoncé as a superstar," said Hilfiger. "She's really a true star — she's talented, beautiful, intelligent and charming — not to mention down-to-earth. And this fragrance is about glamour, beauty and sexiness — which is a feel we haven't explored yet with this brand and Beyoncé."
Not only that, True Star bridges the gap between the designer and celebrity genres, noted Fabrice Weber, president of the Aramis and Designer Fragrances division. "This brand is an evolution of Tommy's franchise, and music has always played a major part in that," Weber said, adding that Knowles' "high profile and multifaceted talents" give the brand a strong platform on which to build.
True Star Gold is a contemporary, rich floral, said Raymond Matts, vice president of corporate fragrance development worldwide, Aramis and Designer Fragrances, who created the scent in cooperation with International Flavors and Fragrances. "I was inspired by Tommy's home in Mustique," said Matts, who visited Hilfiger's vacation home shortly before beginning work on True Star Gold. "Soon after my arrival, Tommy had a new sisal rug installed, and along with lilies he had in the room, it created an inspiring, unique scent. This aroma became the heart of the fragrance."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)