MILAN — Haute couture season may have just wrapped up in Paris, but Versace and Euroitalia are gearing up for a made-to-measure fragrance launch targeting die-hard fans of the fashion brand. Called “Gianni Versace Couture,” the three eaux de parfum come presented in napa leather cases dyed to match their star ingredients, with the Greek key motif stitched into the leather.
The launch, which kicks off this month in a very limited distribution network — about 500 doors total — is part of a larger plan to attract top-end luxury consumers internationally: another premium edp, Versace Pour Femme Oud Oriental, hit shelves in December. The Gianni Versace Couture scents will reach all markets in the spring.
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