PARIS — Manifesto, the new Yves Saint Laurent women’s fragrance, “is a declaration of contemporary femininity,” said Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L’Oréal. The scent is also meant to become a second YSL pillar worldwide beside Opium.
An aspiration of women today is to be admired and desired, continued Bezy, adding, “and, for us, this fragrance celebrates those women.”
“This brand has youth in its genes,” said Bezy, who explained YSL doesn’t age and has always been on the cutting edge, having introduced fashion such as the tuxedo for women.
“Yves Saint Laurent gave power to women,” he continued.
Manifesto’s juice, created by International Flavors & Fragrances perfumers Anne Flipo and Loc Dong, is woody floriental, including notes of jasmine, white corollas, lily of the valley, blackcurrant, vanilla, tonka bean and cedar- and sandalwood.
Manifesto joins the YSL fragrance portfolio that already has scents such as Paris, Yvresse and Rive Gauche, which span a variety of olfactive families.
Company executives would not discuss sales projections, but industry sources estimate Manifesto will generate 60 million euros, or $73.7 million, in first-year wholesale revenues.
The fragrance’s print advertisement features actress Jessica Chastain with hands coated in paint (looking like elegant gloves). It was photographed by Mert Alas and Marcus Piggott, and will come in formats including single and double pages.
Bezy said Chastain “has the luminosity, charm, grace and power — the audacity, as well — to embody the fragrance.”
He added, “She’s really an Yves Saint Laurent woman.”
YSL signed on Nicolas Winding Refn for the film campaign due to his ability to create tension and emotion in characters, despite no talking between them, according to Bezy. The Manifesto spot, which will be shown on television, the Internet and in movie theaters, comes in 10-, 20- and 30-second versions.
The fragrance’s bottle design is intended to be luxurious and mixes curvaceous and linear forms. The amethyst-hued central section could call to mind a diamond-cut jewel or belt, said Bezy.
“It was the color of absolute seduction for Mr. Saint Laurent,” he explained.
The flacon’s textured cap gives a nod to fabric.
Manifesto will be introduced starting in France on Sept. 10. Also in September, it is to be launched in the local and travel-retail channels of major European countries, such as Germany, the U.K., Italy and Spain, plus Dubai. In March 2013, the scent will make its debut in the rest of the world, including the U.S., bringing its door count up to 25,000.
The Manifesto lineup includes 30-, 50- and 90-ml. eau de parfum sprays that are to retail in France for 54 euros, or $66.35; 77 euros, or $94.60, and 101 euros, or $124.10, respectively.
The goal is for Manifesto to become a YSL fragrance bestseller like Opium, which was launched in 1977. That fragrance’s advertising was updated last year with a campaign featuring actress Emily Blunt.
“It has incredibly boosted sales,” said Bezy. “Opium is back in the top 20 in Europe.”
@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
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)