Taylor Swift is heading back into the fragrance category in September with Wonderstruck Enchanted, a flanker to her hugely successful Wonderstruck, which launched last September.
“Wonderstruck Enchanted is the next chapter in the story of my Wonderstruck fragrance,” Swift said to WWD via e-mail. “Wonderstruck is about that moment when you instantly feel a connection to someone, but then there’s that feeling of being completely enamored — enchanted — when you know a little more about that someone and still feel that strong connection.”
“Wonderstruck was such a huge success for us — we wanted to carry momentum forward,” said Lori Mariano, director of global marketing for the brand at Elizabeth Arden, Swift’s fragrance licensee. While executives declined comment, industry sources estimate that the first scent has done at least $50 million at retail globally since its launch.
Wonderstruck Enchanted is an Oriental gourmand, concocted by Swift working with International Flavors & Fragrances perfumers Loc Dong and Jean-Marc Chaillan. Top notes include wild berries, passion fruit and pink poppy; the heart is of peony swirls, sugar-glazed champaca petals and blooming white freesia, while the drydown is of white musk, hypnotic vanilla and blond woods.
The collection includes eaux de parfum in two sizes, 1.7 oz. for $49.50 and 3.4 oz. for $59.50, as well as a 0.33-oz. rollerball for $18 and a 6.8-oz. body lotion for $29. At launch, the line will be carried in about 3,400 U.S. department and specialty store doors, as well as selected stores in Canada, Australia, New Zealand and travel retail. While executives declined comment on projected sales, industry sources estimated that the scent would do about $40 million at retail globally in its first year on counter.
For the new scent, the original purple Wonderstruck bottle has been reimagined in a bold crimson with Wonderstruck’s signature iridescent finish, along with charms — also a signature of the first fragrance. The Wonderstruck Enchanted charms include a bird, flower, leaf and sparkling crystal, all with antiqued finishes.
Geri Archer, vice president of North America marketing for the brand, noted that print advertising, featuring Swift and developed by KraftWorks and Swift in cooperation with Arden, will break in October books. While details are still being finalized, the campaign will also include TV, radio and a significant digital offering which will include Facebook, Twitter, Pinterest and Tumblr elements, said Archer. Scented pieces will include fragranced tattoos and locker fresheners.
“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