NEW YORK — There’s a sporty new man headed for Ermenegildo Zegna territory.
The dapper Italian men’s brand will, along with fragrance licensee YSL Beauté, introduce Z Zegna, the house’s second fragrance, later this spring.
YSL Beauté made a conscious decision to echo the name of Z Zegna, the house’s edgier apparel and accessories line, given how well the fashion and fragrance complement each other, said James Ragsdale, senior vice president, designer brands, for YSL Beauté.
“The name of our new fragrance is not very original — we stole it from the fashion house,” admitted Ragsdale, who joined Maggie Ciafardini, chief executive officer and managing director of YSL Beauté’s U.S. business, and Alessandro Sartori, Z Zegna’s creative director, for a party showing off the fragrance at the Museum of Modern Art here Tuesday night.
But that’s just fine by the apparel line’s executives. “Z Zegna is a great opportunity to extend the brand, but still embrace its style and quality,” said Sartori. “In working with YSL, we wanted to provide another, updated scent for the Zegna consumer. It is a complement to the fashion.”
The first Zegna fragrance, Essenza di Zegna, was launched globally in the spring of 2003 in a selective distribution. Ragsdale described the original as “classic and traditional, while Z Zegna is sporty, modern and younger in spirit. The Essenza man is distinguished and buttoned-up; the Z Zegna man doesn’t take himself too seriously.”
That lighthearted feeling is reflected in the scent, produced by a troika of Givaudan perfumers: Pierre Negrin, Antoine Lie and Olivier Gillotin. It has top notes of Sicilian bergamot, rosemary, mirabelle plum, red currant and casoar, a blueberry from New Guinea; a heart of powdery iris, nutmeg and white pepper, and a drydown of cashmere wood, tart patchouli and oakmoss.
The Z Zegna collection will consist of eaux de toilette in two sizes, 1.6 oz. for $40 and 3.3 oz. for $57; a 3.3-oz. aftershave lotion, $38; a 3.3-oz. aftershave balm, $36; a 6.6-oz. hair and body wash, $20, and a 2.6-oz. alcohol-free deodorant stick, $16.
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