MILAN — Bulgari’s latest fragrance is crystal-clear. The Italian jeweler, part of LVMH Moët Hennessy Louis Vuitton since October 2011, is introducing Omnia Crystalline eau de parfum, an upscale rendering of its 2005 eau de toilette of the same name, which the company said is the number-one seller of all its fragrances.
“Crystalline [edt] is the fragrance that has the broadest appeal worldwide, it does well in all markets,” said Valeria Manini, managing director of Bulgari Parfums, adding, “The addition of an edp brings an additional richness and depth to the Crystalline line.”
Alberto Morillas of Firmenich, the creator of the entire line of Omnia scents, also developed the new edp. “The objective was to have a version of Crystalline that [nearly] 10 years later could be much more rich, luxurious, dressed up… while maintaining the same signature and appeal of the [original] fragrance,” he said. The scent opens with notes of mandarin and lotus flower — a long-standing Asian symbol of purity — over a heart of orris concrete and heliotrope and a base of sandalwood, Siam benzoin and musk.
Morillas described the edp as the most feminine of the Omnia juices, one that was sexy but never vulgar. “It’s a second skin,” he said, adding, “This is not just a more concentrated version, it’s really a totally new approach for this creation, tied to new, really unique and exclusive ingredients that fit in with Bulgari’s modernity.”
The fragrance hits stores in September worldwide, reaching about 22,000 doors. While Manini declined to comment on sales projections, industry sources estimated the entire Omnia portfolio at about 120 million euros annually, or about $158 million at current exchange, and speculated that the Crystalline edt and edp could together bring in about half of that, once the new scent has spent a year on counter.
Crystalline edp will come in two sizes: 40 ml. for 69 euros, or about $91, and 65 ml. for 85 euros, or about $112. The bottle follows the design set out by previous Omnia fragrances, with pearly interlocking cylinders inscribed with the Bulgari name.
The campaign shows fair-skinned Lithuanian model Edita Vilkeviciute clutching the scent against her dewy bare skin, her blonde hair loose and capped with a diamond tiara, a pink gold ring with delicate pavé diamonds visible on her index finger. With stills shot by photographer Liz Collins and a video directed by Sonia Sieff, the images are intended to suggest natural beauty and a soft, understated sensuality.
Manini said Bulgari is investing heavily in digital communication surrounding the fragrance, while continuing to promote the edp through more traditional formats. “We’re going to put a lot of emphasis also on sales points,” she said, noting the goal was to give clients the feeling of closeness to the brand while preventing the luxury scent from feeling inaccessible.
“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