PARIS — Twenty years after launching the iconic L’Eau d’Issey women’s scent, Issey Miyake will introduce Pleats Please, a fragrance completely inspired by fashion.
Pleats Please Issey Miyake is a departure from the Japanese brand’s other conceptual scents, some of which took a cue from L’Eau d’Issey, which was about the story of the scent of water on a woman’s skin.
“I think that when one asks a woman if she knows Issey Miyake, she would say, ‘Yes, I know two things — Pleats Please and L’Eau d’Issey,’” explained Nathalie Helloin Kamel, vice president of Parfums Issey Miyake and Elie Saab at Beauté Prestige International, a unit of Shiseido. “Therefore, we decided to gather these two universes to create a new chapter in the life of Issey Miyake fragrances.”
The designer’s pleated clothing was first created for a ballet at the request of choreographer William Forsythe in the Nineties.
“Little by little it was integrated into [Miyake’s] work…until it became a real line unto itself,” said Kamel.
Specifically, inspiration for the fragrance was gleaned from Miyake’s Bao Bao bag.
“This bag has a particularity: When you throw it down, it takes a form absolutely any which way, with these types of facets that take like a sculpture’s shape,” she continued.
Another divergence from the past is Pleats Please’s juice, created by Givaudan perfumer Aurélien Guichard. Whereas L’Eau d’Issey is fresh, Pleats Please is more of a floral fruity.
“We have this nashi, a Japanese fruit inside that gives a real different to this fragrance,” said Kamel. “It’s really about joy, femininity, elegance and addiction.”
The scent’s other notes include peony, sweet pea, cedar, patchouli and white musks, plus an absolute of white vanilla and indole.
The advertising, lensed by Nick Knight, features a dancing model sporting various colorful Pleats Please outfits. It comes in 10-, 20- and 30-second video spots that will be aired online and on TV in markets outside of the Americas. The print image comes in single and double pages.
Pleats Please’s international launch will include a four-week exclusive at Australia’s Myer starting Aug. 4. The introduction in Switzerland is later in August, followed by a September debut in France, Spain and Asia. In the first half of 2013, the U.S., Canada and Italy will get the scent, followed by Germany, the U.K. and Belgium later in the year.
In France, the 100-, 50- and 30-ml. eau de toilette versions will retail for 92, 62 and 45 euros, or $113.10, $76.20 and $55.30, respectively.
BPI executives would not divulge sales estimates, but industry sources expect Pleats Please to ring up $60 million in retail sales during 2013.
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)