LOS ANGELES — Fresh Inc. marked the West Coast launch of its latest scent, called Cannabis Rose, with a luncheon atop Hollywood's Roosevelt Hotel last week.
The new eau de parfum comes at a time when Fresh is putting the finishing touches on a rebranding effort and it is meant to be a feminine counterpart to Fresh's two-year-old masculine scent, Cannabis Santal — although Fresh co-founder Lev Glazman noted both fragrances have unisex appeal.
"We wanted to do a very different take on rose," said Alina Roytberg, Glazman's wife and Fresh's other co-founder. "This is a very modern, very contemporary, but very deep way to approach it."
Cannabis Rose's top notes are Bulgarian rose, pomegranate flower and bergamot; its middle notes are cannabis accord, sheer jasmine and dark chocolate, and it has a base of white musk, patchouli and oolong tea.
The 100-ml. eau de parfum is priced at $75, and industry sources estimate it could generate $1 million in first-year sales at nearly 270 doors between Sephora, Neiman Marcus, Saks Fifth Avenue and Fresh's branded stores.
Fresh is on the heels of a comprehensive effort to bolster its brand image following the March 2007 appointment of chief executive officer Jean-Marc Plisson. The company, which is majority owned by LVMH Moët Hennessy Louis Vuitton, also moved its headquarters from Boston to New York.
"Unifying the packaging has made the consumer understand the brand," Glazman said of the branding effort. "Before, it was all about collections. We broke the collections down and made it about one line."
Fresh plans to open a Los Angeles-area store at the Westfield Century City mall later this year, and the brand recently added a Las Vegas location at The Shoppes at The Palazzo to bring its total to 14 stores worldwide.
Roytberg said Fresh's bestselling products — such as those within the Sugar collection and the Supernova Mascara — are consistent everywhere. "I'm obsessed with their mascara," gushed "Scrubs" actress Sarah Chalke, who was joined at the luncheon by Eva Mendes and Elizabeth Banks.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast