Bond No. 9 New York is hoping to appeal to the tech-savvy with its first “digital fragrance,” which doubles as a three-dimensional QR code. “The fragrance business is always doing the same thing and the same thing and the same thing,” said Bond No. 9 founder and owner Laurice Rahme. “We wanted to really capture what is going on in the world. Everybody is online. Everybody is mobile. So we have to do a fragrance for that world. It’s a different world.”
Aptly named HTTP://WWW.BONDNO9.COM, the scent, which launches June 30, features an enlarged royal blue QR code on the electric yellow bottle, which customers can snap with their smartphones to purchase on the Bond No. 9 site. The code works through ads, in person or via the storied Bondmobile, which will be covered in the design. “What I love about the packaging is that for all of us in this industry talking about how difficult and expensive it is to train and retain sales people, to have a bottle that speaks to the consumer, directly, is the dream,” she said. “It’s not a department store [distribution]. It’s not Sephora. It’s beyond that. It’s the most direct way to buy that you could ever have.”
The $250 scent, Rahme said, is meant to capture the essence of the world’s “largest village,” the Internet, a first for the neighborhood-marking New York-based fragrance brand. “It’s a destination,” she said of the Web. “It’s a neighborhood. It’s just a digital neighborhood.”
According to Rahme, the idea for a digital scent came to her once Bond began adapting QR codes into its advertisements about a year and a half ago. “When I saw it, I said this QR thing is genius, I have to do a bottle like this,” she said.
Because HTTP will have no in-store presence and will be available only virtually, the juice had to have universal appeal. For the task, Rahme brought on board master perfumer Michel Almairac of Robertet to imagine a unisex blend of “contemporary tropical” fruits. “To get the scent right was difficult; it’s what I call universal, and that’s not easy to do,” said Rahme, adding that internal studies concluded there are more men than women shopping online. “It couldn’t be too feminine or too masculine. It had to be something everybody likes. It had to be young. That’s for sure. It’s not for your grandmother, we know that. She would never get an app.”
The result is a “fresh, fruity, woody” blend of bergamot, pineapple and juniper berry top notes, a heart of apple, blackcurrant and cedarwood and a base of patchouli, moss, musk and amber. “I wanted to create a fragrance in tune with the times,” said Almairac of the scent. “A fragrance which looks like [a] digital wave which [is] surfing on bright, contemporary and powerful notes.”
Rahme said HTTP, which was launched also to celebrate the brand’s 10th anniversary in September, is the first in a “digital collection,” which will receive two new scents a year and hopes to eventually adapt for different countries, in different languages .
Although the brand would not talk numbers, industry sources estimate the launch could generate $5 million in its first year, roughly double sales results from a typical Bond fragrance rollout. “It will be available in infinite digital doors,” said Rahme, who plans to implement a social media campaign, leveraging the brand’s 66,000 Facebook friends. “It’s Bond for the new world.”
“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