PARIS — Elie Saab has a fashion-forward take for its upcoming women’s fragrance L’Eau Couture.
The new scent takes inspiration not only from the brand’s ready-to-wear — specifically its spring collection that’s full of pale green hues — but also from the notion of springtime, explained Nathalie Helloin Kamel, vice president of Parfums Issey Miyake and Elie Saab at Beauté Prestige International, Shiseido’s fragrance division. She noted, however, that the traditionally springlike “l’eau” scents, which can conjure up bucolic images, aren’t relevant for the brand.
“So we started thinking about how we can say spring in the city,” she said. “We wanted to have a l’eau, but a l’eau that is balanced with something that is really linked to a fashion DNA, which is the reason why we created L’Eau Couture. It is really the encounter between the l’eau [fragrance] segment and the couture universe.”
Takasago perfumer Francis Kurkdjian created the green-hued, “soft almondy floral” fragrance that includes in its top Calabrian bergamot essence, plus notes of magnolia, rose and lemon. In the middle is an orange blossom note — a signature of Elie Saab scents — while in the base there’s an accord of green almond plus a vanilla infusion.
Anja Rubik in a cityscape features in the scent’s single- and double-page advertising, which was photographed by Mert Alas and Marcus Piggott.
The new fragrance — Elie Saab’s fourth since its signature scent made its debut in 2011 — is due out in France and the United Arab Emirates starting in late January, with most of the rest of the world following through April.
The 30-, 50- and 90-ml. eau de toilette sprays will retail in France for 43 euros, or $59 at current exchange; 64 euros, or $88, and 89 euros, or $122, respectively.
While BPI executives would not talk numbers, industry sources estimate the new fragrance will ring up $25 million in retail sales during its first year globally.
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)
20-year-old British singer @jorjasmith_ made her debut at Coachella last weekend. We caught up with her and talked about her love for Amy Winehouse, working with Kendrick Lamar on the “Black Panther” album and her fashion philosophy. Read the interview on WWD.com #wwdeye (📷: @katiedaisyla)
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)