PARIS — Parfums Givenchy delves deeper into its naughty but nice Ange Ou Démon women’s fragrance concept with the introduction of Ange Ou Démon Le Secret starting this month.
“The first launch which we did — in France three years ago and some other countries, two years ago — was more the dark side of the concept,” said Alain Lorenzo, president and chief executive officer of LVMH Moët Hennessy Louis Vuitton-owned Parfums Givenchy, referring to Ange Ou Démon (angel or demon, in English). “So there was another opportunity to explore the other facet, which is the more angelic side. But she’s not a pure angel. She’s still an ‘ange-démon.’”
Uma Thurman was chosen to embody the paradoxical spirit.
“In her filmography, there was absolutely everything that belonged to this concept,” said Lorenzo of the actress who has starred in a plethora of romantic comedies in addition to darker fare, including Quentin Tarantino’s “Kill Bill” and “Pulp Fiction.”
Mira Nair shot the film advertisement for Ange Ou Démon Le Secret showing an angelic Thurman in a white dress created by Givenchy designer Riccardo Tisci. Thurman picks up a bottle of the new fragrance at her dressing table and her devilish reflection (wearing another — but this time black — Tisci creation) looks back from a mirror. During the first year, the film will run as a 30-second TV spot.
“The concept allowed me to essentially play two characters of the same woman, and that made it quite adventurous and fun,” said Thurman, who added she has long had an affinity for Givenchy. Thurman became enchanted with “Breakfast at Tiffany’s,” for which Hubert de Givenchy dressed Audrey Hepburn, as a child.
In the print ad, photographed by Mario Testino and coming primarily in single pages, Thurman wears the white dress while sitting on what can be interpreted as a throne.
“The pose is obviously very sensual, and her look is mesmerizing,” said Lorenzo.
Juice-wise, the Ange Ou Démon scent “was certainly darker, more somber” than the new version, he continued. Created by Symrise’s Bernard Ellena, its top notes include Italian winter lemon, cranberry and green tea leaves.
Heart notes are comprised of sambac jasmine, white peony and water flowers. In the drydown are notes of blond woods and patchouli.
“The woods make it more sensual,” said Lorenzo, adding, that by offering both Ange Ou Démon fragrances Parfums Givenchy will likely help attract a wider consumer audience.
The bottle for the new scent — like its predecessor — was designed by Serge Mansau and takes the shape of a crystal pendant. Lorenzo explained this gives a nod to the Givenchy brand’s aristocratic heritage. The two fragrance flacons differ graphically, however. While the first iteration contrasts clear-colored glass with black lacquer, the new bottle is “a lot more lit up,” said Lorenzo. On it, he describes what are like rays of light. The pinkish juice showing through is meant to feel warm.
Ange Ou Démon Le Secret will be launched in most countries between mid-August and Sept. 1. However, the U.S., Italy and Spain are not scheduled to start selling it until 2010.
In France, there will be a 50-ml. eau de parfum spray for 73 euros, or $105, and a 100-ml. eau de parfum spray for 103 euros, or $148.
Parfums Givenchy executives would not discuss sales projections, but industry sources say Ange Ou Démon Le Secret will generate $100 million in first-year retail revenues worldwide.
“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