LONDON — Comme des Garçons thinks it has struck gold — liquid gold, that is.
The avant-garde fashion and fragrance house will introduce 8 88, a scent concocted around the precious metal's imaginary smell, starting in February.
The fragrance is the first created as part of Comme des Garçons' licensing agreement with Puig Beauty and Fashion Group. Under that deal, which was signed in 2002, Puig also produces and distributes the brand's Comme des Garçons 2 and Comme des Garçons Man scents.
"[The project] has taken us a long time," said Ana Trias, brand director for Comme des Garçons, which she said did not employ traditional marketing tools, such as consumer testing, in the creation process.
That may explain 8 88's conceptual bent.
"Perfume is about making a dream; it's about a journey into the imagination," said Adrian Joffe, president and managing director of Comme des Garçons Parfums. "One of man's original dreams was to find gold. We worked on an idea of what gold would smell like if it had a smell."
"We started with gold — not in the physical sense or money or connected with luxury — but as a raw material, as a mineral," added Trias.
Givaudan perfumer Antoine Lie, working with Christian Astuguevieille (a liaison between Comme des Garçons and perfumers), translated that idea into a tangible blend of safraline, a molecular derivation of saffron, pepper wood, curcuma, coriander, geranium, amber, incense and patchouli.
The 8 88 bottle, which is similar in shape to the flat flacons with off-kilter spray devices used for Comme des Garçons Man and Comme des Garçons 2, is coated with metallic gold paint. The scent's name — which plays on the number eight's lucky connotations — is emblazoned twice on the front of the bottle.
The eau de parfum will be available as 50- and 100-ml. sprays, which are to retail for 52 pounds and 65 pounds, respectively, in the U.K., or $107 and $134 at current exchange. The line also includes incense sticks and a scented candle.
Puig and Comme des Garçons executives declined to discuss forecasts. However, industry sources estimate8 88 will generate $10 million in wholesale volume in its first year.
Bowing in Russia in February, 8 88 will be rolled out to the rest of the world in March, when it will be distributed in 1,000 perfumeries as well as fashion-oriented boutiques and art galleries.
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion