Juicy Couture’s fragrance business is adding a couture component to its lineup this fall: that’s when Pam Skaist-Levy and Gela Nash-Taylor will unveil their latest scent, Couture Couture.
“We decided we wanted a decadent sister to our other fragrances,” said Nash-Taylor, who cofounded and codesigns the Juicy Couture line with Skaist-Levy. The fragrance license is handled by the Liz Claiborne fragrances division at Elizabeth Arden Inc. “We always like clean, fresh scents but wanted to try something a little different with this one.”
Art Spiro, executive vice president of Liz Claiborne Brands for Elizabeth Arden, noted that, even in a tough economy, there’s been a groundswell of support for the scent brand, which bowed in 2006. “Pam and Gela have an intense emotional connection to their consumers, and that’s been apparent since we began partnering with them on fragrances,” said Spiro. “There is always a bit of fun and wittiness to any Juicy project — and, particularly in this type of an economy, consumers need that.”
The scent, concocted by Honorine Blanc of Firmenich, has top notes of mandarin, succulent pink grape accord and natural orange flower; a heart of star jasmine, blushed plum and honeysuckle, and a drydown of moist amber, creamy sandalwood and vanilla extract. “The pink grape pushed it in the decadent direction,” said Skaist-Levy.
“It has that universal casual luxury, in our own specific California way,” added Nash-Taylor.
The collection comprises eaux de parfum in two sizes, 1.7 oz. for $65 and 3.4 oz. for $85; a 1-oz. parfum, $300; a .25-oz. eau de parfum rollerball, $16; a 1-oz. special edition eau de parfum, $55; a 6.7-oz. body lotion, $45; a 6.7-oz. shower gel, $40; a 3.4-oz. dusting powder, $55; a 6.7-oz. body cream, $55; a 10-oz. sugar scrub, $45; a 6.7-oz. dry oil spray, $45, and an 11-oz. candle in goblet, $350.
“We’ve always had the philosophy that everything is about the details,” said Skaist-Levy, pointing to the array of ancillaries and eaux de parfum, accented with gold tops, ribbons, charms and the like. One bottle even has a pink neon zipper around the neck. “That’s who we are. I always judge a book by its cover with fragrances — the packaging has to be outstanding.”
That involved eschewing stock packaging for beveled glass, intricate gold-toned caps and crystal on pedestals for the scents and ancillaries, noted Paul McLaughlin, creative director for Liz Claiborne Global Marketing at Elizabeth Arden. Display units are intended to be equally eye-catching: “One is a birdcage, which references an established Juicy brand hallmark,” he said. Skaist-Levy and Nash-Taylor have long used birdcages in their stores and in their advertising.
The Couture Couture collection will have a two-month exclusive with Bloomingdale’s and Juicy Couture stores, beginning in August, before rolling out to its full U.S. distribution — about 1,800 department and specialty stores, including Nordstrom, in October, noted Marcy Fisher, vice president, Liz Claiborne Global Marketing at Elizabeth Arden.
While none of the executives would discuss sales projections or advertising spending, industry sources estimated Couture Couture could do upwards of $40 million at retail in its first year on counter in the U.S. Sources estimated $15 million to $20 million would be spent on advertising and promotion in the same time frame.
Tim Walker shot the fanciful advertising campaign, which carries the tag line “Do the Don’ts.” “The muse is my daughter, Zoe, who starts at NYU this fall,” said Nash-Taylor. The ad will begin running in September fashion, beauty and lifestyle magazines.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion