BERLIN — Bruce Willis’ tough guy fragrance line makes its debut this week.
The signature collection, which will be officially launched Thursday by German direct seller LR Health & Beauty Systems, includes an eau de parfum, hair and body wash, deodorant spray and after shave balm.
Willis and LR executives presented the range to the media at recent a press conference in Frankfurt. The scent’s packaging plays on the actor’s macho image — a heavy, square bottle boasts an offset metal label with trompe l’oeil rivets and a solid cedar cap, sourced from sustainably harvested wood.
“The development of my new fragrance together with the very committed and passionate LR team was really a lot of fun,” Willis stated. “The products stand for individuality, uniqueness and sustainability. That’s what convinced me and what unites me with LR.”
The action star has a personal connection to LR’s home country; Willis was born to a German mother in Idar-Oberstein in the former West Germany.
The scent is gray in color, and features notes of grapefruit, pepper and vetiver.
“I personally feel the new Bruce Willis fragrance is the manliest scent in the world,” said Tilo Plöger, chief operating officer of LR Health & Beauty Systems. Ancillary products are bottled in brown, brushed aluminum and the boxes for the line have a similar metallic gleam.
The unveiling of the scent also marked the 25th anniversary of LR, complete with a gala attended by tennis legend Boris Becker, model Marcus Schenkenberg and body-builder and actor Ralf Möller, all of whom have fragrances with LR.
LR registered beauty sales of 101.6 million euros, or $141.7 million at average exchange, last year.
“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