MILAN — Ermanno Scervino is entering the fragrance arena. The Florence-based firm has signed a licensing agreement for the development, marketing and distribution of its first women’s fragrance, which is due to bow in the second half of 2018.The worldwide agreement with Mavive SpA will last five years.“The launch of our first fragrance marks a further important step in the growth and expansion strategy our brand has undertaken in the last two years,” said the fashion house’s chief executive officer Toni Scervino. The executive added that Mavive was “the perfect partner” to embark on the entry into the beauty category as both companies “share the same values of craftsmanship, attention to detail and high quality of production.”Mavive’s ceo Massimo Vidal underscored the fashion brand has many assets that can serve as inspiration to “create an iconic perfume that can be an international success” and that can “enable us to establish ourselves in the distribution of international selective perfumery.”Vidal founded the Venice-based Mavive in 1986, an outgrowth of the family-run business Vidal Profumi, launched at the beginning of the 20th century. Mavive operates in more than 90 countries with a range of brands, including Blauer, Replay, Police and the niche perfumery label The Merchant of Venice, among others.In the first half of the year, Mavive’s turnover climbed 18 percent compared to the same period in 2016, to more than 14.3 million euros. Exports accounted for 67 percent of the total, reporting a 24 percent increase to 9.5 million euros.At the end of the year, the company will report double-digit growth to wholesale sales of 60 million euros.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.