BERLIN — The tag line for Kate Moss' second scent, called Velvet Hour, is "Embrace the Night" — and her fragrance licensee, Coty Inc., decided to do just that by hosting a launch event for the scent at Watergate Club here last week.
Moss, a self-professed fan of the nightlife here, selected the venue and knew exactly what she wanted for Velvet Hour, too, which is slated to be launched in September. Moss was actively involved in choosing the fragrance, packaging and name, vetoing options like Enigma and Velvet Night and instead going with Velvet Hour, a name she says invokes dusk, a favorite hour of the day.
"There's that feeling — 'Oh, nighttime's coming again, thank goodness,'" Moss said in an interview at the event June 12. "It's like a comfort. The whole feeling changes. The sun's going away, you can go out. It just feels more comforting to me. And it is like velvet."
Moss wanted a sensuous, nighttime fragrance that had notes of patchouli, sandalwood and incense, so for Velvet Hour, perfumer Emilie Copperman of Symrise blended top notes of blue pepper, freesia and cashmere incense; heart notes of patchouli and nutmeg, and base notes of sandalwood, amber, ebony and wood.
Print ads and TV spots will be used to support Velvet Hour. The print ad campaign, which was photographed by Mert Alas and Marcus Piggott, shows Moss with a smoldering gaze atop blue satin sheets. The TV campaign, which was directed by John Mathieson, features Moss in a blue sequin gown at a luxurious and dimly lit dressing table. As she begins to zip up her dress, a mysterious man enters. She hands him a bottle of perfume; he sprays her, and she extinguishes the candle that lights the intimate scene. The spot features a remixed version of the song "Venus in Furs" by The Velvet Underground.
It's all part of presenting the real Kate Moss, according to Steve Mormoris, senior vice president of global marketing for Coty Beauty — one not seen before in her many print campaigns for brands such as Chanel, Bulgari and Donna Karan.
"At the end of the day, when we work with celebrities to create fragrances," said Mormoris, "we're trying to capture the authenticity of the person behind the celebrity."Industry sources estimate that Velvet Hour could add $40 million to the Moss fragrance brand, on top of sales of her first fragrance, called Kate, which launched in September and could reach $80 million in volume by yearend.
Velvet Hour will be launched in Western and Eastern Europe, the Far East, Middle East and Canada in September.
The eau de toilette will be available in 100-ml. and 50-ml. sizes for 49 euros, or $76.11 at current exchange, and 39 euros, or $60.58, respectively. There also will be a 30-ml. size for 29 euros, or $45.04, and a 15-ml. size for 17 euros, or $26.41.
U.S. launch plans for Moss' fragrances have not been confirmed.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye