PARIS — M7, Tom Ford’s first men’s fragrance for Yves Saint Laurent, is not a male version of Nu, the French word for nude and the name of the women’s scent he introduced last October. But the same theme is there for the world...
PARIS — M7, Tom Ford’s first men’s fragrance for Yves Saint Laurent, is not a male version of Nu, the French word for nude and the name of the women’s scent he introduced last October. But the same theme is there for the world to see.
Ford cast a tae kwon do champion for the ads of his latest fragrance and has him reclining in the buff.
"We wanted a guy who really looked like a guy," explained Ford. He said Samuel de Cubber was chosen for being natural, sensual and relaxed, with "the kind of male beauty not seen since the 1970s."
This visual is a nod to designer Yves Saint Laurent, who some 30 years ago posed nude for the ad of his first men’s scent, Pour Homme, said Ford.
As far as the name is concerned, "M" could stand for masculine or man, while "7" could be for the seventh men’s fragrance in the Yves Saint Laurent Parfums portfolio or a symbol of fortune.
"The name is symbolic of lots of things," explained Chantal Roos, president of YSL Beauté, the parent company of YSL Parfums.
So, too, are other elements of M7.
Since taking the reins of YSL in 1999, Ford has been repositioning and reestablishing the brand. The house’s new scent is meant to be a stand-alone fragrance — not a male iteration of the women’s scent, Nu. It’s also supposed to be the olfactive embodiment of the new YSL man, who Ford describes as highly urban, intellectual and informed, plus very sexy, sensual and secure.
The advertising is expected to convey such qualities, as well.
For M7’s mid-October worldwide launch — except travel retail, which will take place later — there are two black-and-white ads, each of which come as single and double pages and have the tag line: The new fragrance for man. There’s the bare-all version and one featuring de Cubber in recline mode, with just his face and part of his torso showing.
M7’s oblong bottle is made of deep brown glass with a silver-colored band separating the cap from the body. It was created with Doug Lloyd. So were the bottles comprising the ancillary line, which are more tobacco-colored, but with similarly streamlined silhouettes.The fresh woody sensual juice was developed by Firmenich’s Alberto Morillas and Jacques Cavallier.Its "warmth" springs from the heart, where there’s a high content of Agarwood, from Southeast Asia. This wood is considered by some to be an aphrodisiac.
"It’s the most expensive wood on the planet," said Roos.
M7’s top notes are Italian bergamot, Sicilian mandarin and rosemary from Provence; its heart notes include vetiver from Haiti alongside Agarwood, and in the base are amber and musk notes.
Each of the three M7 ancillaries’ formulations include Mandrake root — another ingredient billed as an aphrodisiac. That’s mixed with a plant or root extract. For instance, there’s green coffee extract in the after-shave lotion meant to stimulate and soften skin, according to the firm.
Suggested retail prices in the U.S. for M7 will be $54 for a 3.3-oz. eau de toilette spray, $38 for a 1.6-oz. eau de toilette spray, $37 for a 3.3-oz. after-shave lotion, $21 for a 6.6-oz. all-over shower gel and $16.50 for a 2.5-oz. alcohol-free deodorant stick.
The collection is to be launched in tight distribution. Its initial introduction in the U.S., for instance, will take place in about 250 doors, rather than YSL’s entire network there of 1,800 stores. A sampling campaign will accompany the launch.
While YSL executives would not discuss numbers, industry sources estimate M7 will generate about $30 million in retail sales through yearend.
M7 is part of YSL’s push for a larger share of the men’s fragrance market."With M7, our objective is to be number one — nothing else," said Roos.
"This is a real, solid men’s fragrance meant to endure," added Ford.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)