The fur will fly at QVC on Nov. 5, if Dennis Basso has anything to say about it.
This story first appeared in the October 26, 2012 issue of WWD. Subscribe Today.
That’s when the designer will launch his first fragrance — which bears his name — exclusively for the TV retailer in the U.S. It will enter Harrods in March, then expand internationally.
The scent is intended to complement both Basso’s upscale collection, as well as the affordable faux furs, ready-to-wear and accessories he sells on QVC. Basso’s association with QVC spans two decades.
“I love the idea of being able to dress women and give them part of my world,” Basso told WWD. “I truly wanted this to be a signature fragrance, but this is just the beginning. I would love to do more scents in the future, and create complementary products like sachets. I’ve waited so long to do this — I didn’t want to make something just for the sake of doing one, so I was extremely involved in putting it together.”
That’s business as usual for Basso, he emphasizes. “I’m totally hands-on, 100 percent,” said Basso. “If I’m going to put my name on it, I want to be involved from start to finish.”
Basso worked with The Cloudbreak Group and Firmenich to develop the scent, which has top notes of Italian bergamot, lemon and crisp green apple; a heart of orange blossom, jasmine sambac and French tuberose, and a drydown of cedarwood, cashmere woods and white musk.
“It was very important to me that this be a scent that women can wear day or night,” said Basso, who added that as a child, he remembered watching his mother apply Lanvin’s Arpège before going out for the evening. “I remember thinking, When I grow up, I’m going to go out every night.”
The eau de parfum will be available in one size: 2.5 oz. for $69.
In keeping with his taste for luxe finishes, Basso decided to wrap the outside edge of the round glass bottle with a band of faux fur. “I wanted it to look luxurious and modern, with some weight to it,” he added. It is topped with a faceted crystal with an engraved silver-tone plaque.
While Basso and Cloudbreak executives declined to comment on projected sales, industry sources estimate the scent could do upwards of $8 million in its first year at retail.