BERLIN — Wolfgang Joop and Coty Prestige have taken a literally freethinking approach to the designer’s second signature men’s scent, Freigeist.
With its German name (which translates as “freethinker” in English), the scent’s atypically masculine heart of wild jasmine; the ad campaign’s group shot starring men and women of all ages, shapes and sizes, and the abstract painting by Joop used on the box, Freigeist doesn’t shy from breaking conventions.
“Wolfgang [Joop] constantly breaks with given standards where he thinks they have to be broken in order to find new ways and inspiration. And he takes us with him,” said Stefanie Fitzgerald, vice president of marketing for Coty Prestige. She was also the person who came up with the name. “At first, he found it a bit overwhelming to be called a freigeist. It’s quite something to put on a person,” she added, while Joop himself said, “I thought, “My goodness, what a heavy word for a light scent.’”
Due out in Coty Prestige’s selective distribution network in Germany, Switzerland and Austria in February, Freigeist is expected to match the sales volume of the first signature Wolfgang Joop men’s fragrance, which observers placed at between 20 million to 30 million euros, or approximately $30 million to $45 million at current exchange rates. Unlike its predecessor, however, which bowed in fall 2008, Freigeist “is talking to a different group of people olfactorily. This is fresher, floral, fougère, while the other was oriental, so it’s a completely different taste group,” Fitzgerald pointed out.
Sophie Labbé and Alienor Massenet of International Flavors & Fragrances composed the unorthodox male blend, which features a top note of gin, a wild jasmine heart and wild leather and mahogany base notes. The bottle, which was designed by Lutz Herrmann, is a petrol blue color.
The five-unit Freigeist range is comprised of 50- and 90-ml. eaux de toilette priced at 50 and 70 euros, or $75 and $105 at current exchange rates; a 90-ml. aftershave splash for 50 euros, or $75, and a 200-ml. hair and body wash and a 75-ml. deodorant stick, both priced at 22 euros, or $33.
Dieter Eikelpoth, a longtime friend of the designer, shot the ad visual, which captures Joop surrounded by friends, associates and muses — male and female.
The Freigeist launch will be supported by print advertising, TV spots, scented ads and, in some stores, Joop’s painted version of the main advertising motif will be placed on an easel.
While Freigeist’s main target is the German speaking European market, it’s not a German exclusive. “As a word, freigeist is like zeitgeist or wanderlust,” noted Fitzgerald.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews