Fossil is a brand steeped in midcentury America. Its leather goods, jewelry and watches harken back to the Fifties with “modern-vintage” design, but the reference isn’t simply about an aesthetic. For Fossil, 1954 is a “company rallying cry,” said Tom Kennedy, executive vice president, Fossil brand product development. “It represents energy, exploration and optimism.”
So when the time came to create the brand’s first men’s and women’s fragrances, Kennedy and his team could think of no better name. The fragrances, which will be launched on Aug. 17, have been in development for two years, said Kennedy. He describes the project as Fossil’s next frontier in its quest to connect with its customers. “They’re adventurous and curious about the world around them. We want to be their partner as they explore it,” said Kennedy.
Fossil tapped International Flavors & Fragrances Inc. to create the two scents, $60 each for 50 ml., but also relied on its employees for input. “Our team really understands the spirit of the company, so we had them test iterations of the scent, asking ‘Does this capture who we are?’”
The men’s potion, 1954 for Men, is a woody oriental that opens with a burst of freshness lent by lemon and cardamom, drying down to sandalwood and vanilla that are meant to allude to the brand’s signature leather accessories. The heart is black pepper, juniper and sage.
As for 1954 for Women, it is a brighter mixture: Mandarin and grapefruit make a splash on top followed by a rosy middle and cedar, white amber and bamboo on bottom. “Our women are a little tomboyish,” said Kennedy. “She wears her boyfriend’s watch not just because it looks good but because it’s easy to read. We represent that spirit by adding sandalwood and cedar to her fragrance.”
Decanter-inspired, pressed glass bottles were designed to conjure a time when “a drink was a thing of cultural significance,” said Kennedy. The cap is a nod to the teak wood often used in midcentury furniture design. In a move aimed to protect 1954’s in-store “cocktail service bar” presentation, the duo will only be available in the company’s 316 doors and at fossil.com.
Though Fossil declined to comment, industry sources project fragrance sales of $67 million over the next five years. Fragrance may be small category for a company with more than $3 billion in net sales last year, but Kennedy insists it’s an important one. “We’re a lifestyle brand, and our future depends on building a deeper relationship with the customer,” he said. “There’s nothing more personal than accessories — they’re a way of expressing oneself. And fragrance is a natural extension of that expression.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion