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.
@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)