Two years after the launch of its first scent for women, Bottega Veneta is bringing its masculine counterpart to the table. And like the first one, the brand is seeking to make a statement with the juice, produced with licensee Coty Prestige.
“I think it’s more interesting to make a statement than to go with what’s been done and what’s the success story of the moment,” said Tomas Maier, who has been the 47-year-old brand’s creative director since June 2001, during an interview at the brand’s Manhattan showroom. “I prefer not to know. I prefer to take a risk and jump into the cold water and make a statement. The market is so difficult and there are so many perfumes that come out and so many perfumes that disappear. And I’d rather have a perfume that resists time, that can remain. We need to bring to [the customers] something that is special and unique. I don’t think we can make the whole world happy, and that’s not my role, but I want this to stay. That’s my desire.”
Bottega Veneta Pour Homme’s concept was inspired by the outdoors. “My idea was a journey of a man going out from the Veneto region going up into the north, into the mountains, the Dolomites — you know, spending some time of his hectic urban schedule and being up there, like in a house in the mountains with a glacial breeze coming in from the woods,” said Maier.
Created by Givaudan’s Daniela Andrier and Antoine Maisondieu, Bottega Veneta Pour Homme is built around the key note of Andalusian labdanum, which appears in the base of the fragrance structure. Other materials include Calabrian bergamot, Siberian pine and juniper from the Balkans in the top notes; a heart of Jamaican pimento, Canadian fir balsam and Mediterranean clary sage, and base notes of Indonesian patchouli and a leather accord, noted Jean Mortier, president of Coty Prestige.
The rounded, smoked-glass bottle was inspired by the glassware in the brand’s home collection. “It’s inspired by a classic carafe,” said Maier. “I like the preciseness of [the scent bottle] and at the same time it’s very organic when you touch it. It’s very round on the top and has a little bit of leather. And the color — I like the light gray tint, because I find that very masculine.”
Maier always keeps an overall brand image in mind when working on Bottega Veneta products, whether it’s a handbag in the house’s signature intrecciato woven leather or a home product or a fragrance. “Everything has to go together,” he said. “I think it’s very important to also have an overall idea of all products, because in many places these products will live together on the same shelf. I like it when it makes like a statement and there is a precise idea.”
The fragrance will be sold in 3,800 doors globally, and in the U.S. it will be exclusive to Nordstrom, Bergdorf Goodman and Bottega Veneta boutiques beginning in September, with distribution also expanding to include additional doors in June 2014, noted Françoise Mariez, senior vice president of marketing, European Licenses.
Swedish filmmaker Axel Lindahl shot the ad on location in New York City. In the U.S., print advertising will begin in November books.
While executives declined comment on projected sales, industry sources estimated that Bottega Veneta Pour Homme could do $11 million in gross sales globally in its first year on counter.
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @@Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion