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.”
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"