MILAN — Channeling the vitality of the Mediterranean Basin, Bulgari is introducing a new men’s fragrance the company says has staying power: Aqua Amara, a citrus successor to the original Aqua Pour Homme, which the Italian jeweler, part of LVMH Moët Hennessy Louis Vuitton, launched in 2004.The name conjures the bitter oranges found in southern Italy and Greece, and the fragrance’s packaging — with a copper-colored bottle shaped like a rounded beach pebble — is designed to open like two halves of a piece of fruit.“We expect the same positive response to Aqua Amara that the original Aqua experienced,” said Alberto Festa, president of Bulgari Corp. of America. “With its originality in color and innovative raw materials, it will set a new trend and standard.”Bulgari Parfums managing director Valeria Manini said the new men’s launch was part of a larger strategy to promote the best-selling Aqua and Omnia lines as high-end creations “developed for a larger audience.”“We are working very hard to try to elevate what are considered the ‘entry’ product lines,” she said. “There are two possible approaches here: either you treat the fragrance as a big commercial blockbuster, or you say, no, we want to treat this like a very precious object.”To that effect, perfumer Jacques Cavallier was meticulous in assembling Aqua Amara’s ingredient list: the Sicilian mandarin that accounts for a full 7 percent of the juice was collected midseason from the heart of a crop grown especially for Bulgari. Other ingredients include Tunisian neroli oil, a specially developed watery accord, Indonesian patchouli and frankincense.Cavallier, who first collaborated with Bulgari in 1995 and created the original Aqua Pour Homme scent, said he wanted Aqua Amara to be warmer and richer and “to embody Italian elegance.” He set out to build the fragrance around mandarin, which he calls “floral, fresh and fruity.” Cavallier also said that while the patchoulol — a specific part of patchouli — used in Aqua Amara gave the fragrance masculine depth, ultimately a strong perfume is neither strictly masculine or feminine, and the fragrances customers choose vary by culture.“Very often, when a major men’s fragrance works, women wear it, too,” agreed Manini.In keeping with Bulgari’s decision to position Aqua Amara upmarket, the eau de toilette will initially be available worldwide in about 12,000 doors starting this February, before reaching the complete network of 24,000 doors. In the U.S., considered a key market for the brand, Aqua Amara will be carried in about 2,000 specialty and department stores.Manini declined to reveal Bulgari’s sales expectations for the scent, however industry sources estimated that Aqua Amara could bring in 25 million euros retail, or about $34 million at current exchange, in its first year on the shelf, and the entire Aqua line of fragrances could reach 100 million euros, or $137 million, wholesale in the same time frame.Prices are set at 69 euros, or about $95 at current exchange, for the 50-ml. bottle, and 93 euros, or about $138, for the 100-ml. version, making Aqua Amara slightly more expensive than Aqua Pour Homme. A bath line and gift set will also be available.Bulgari tapped model Jon Kortajarena from Bilbao, Spain, for the advertising campaign, which breaks in February and was shot by Mario Sorrenti on the island of Capri. Marini said the campaign would make use of print — in glossies such as Esquire, GQ, Details and Men’s Health — as well as the Web and television.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim