NEW YORK -- Starting next fall, the phrase "oo-la-la" is expected to mean more than commercials for Sasson jeans. It will also be the name of a new women's fragrance.
Sasson Licensing Corp., the holding company for the Sasson label, has obtained the Oo-La-La trademark for an undisclosed amount from a subsidiary of Siga Designs.
Siga recently purchased the trademark rights from Key West Fragrances, a Key West, Fla., company that previously distributed a line of Oo-La-La fragrances and body lotions throughout the U.S. and Canada for several years, according to Sasson executives. The Key West products will be discontinued. "We've seen fragrance as an appealing and logical category for us to get into for some time," said Stephen Wayne, exclusive licensing agent and chief operating officer for Sasson Licensing Corp.
Wayne said Sasson obtained the Oo-La-La trademark for the U.S. and Canada and discounted any difficulties the company would have with Loris Azzaro's Oh La La scent, which was launched in Europe in October.
"I couldn't say for sure," Wayne said. "But I think they will have a problem launching Oh La La in the U.S."
Reached in Paris, Franck Experton, president of Loris Azzaro, said the firm got the international rights, including the U.S., in June and plans to launch Oh La La in America this fall.
"We are absolutely certain that we are in the right," he said.
Wayne said he is talking to firms about manufacturing the scent, while Sasson does the marketing.
The firm hopes to launch the scent next fall in the 7,000 stores where Sasson apparel and accessories are sold. These include mass merchandisers and discounters such as Kmart, Target, Caldor, Sears and J.C. Penney.
Prices will be kept in the $15 to $17 range, Wayne said, projecting a wholesale volume of $15 million for the launch period.
Sasson Licensing is planning to back the brand with $1 million in advertising in a print campaign that will break during the fourth quarter, he said. Wayne said the company is also planning to launch a men's scent in 1995, as well as women's gift sets and bath products.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast