Call it Juicy Couture’s hippie phase: The brand’s latest scent, Peace, Love & Juicy Couture, is intended to channel the free-spirited, Sixties-style vibe of Malibu.
Due in September, the scent is “going back to the core of Juicy,” said Art Spiro, executive vice president, global fragrance marketing for Elizabeth Arden, which handles the Liz Claiborne brand’s fragrances. Juicy Couture’s eponymous first fragrance launch, in 2006, “broke the rules,” said Spiro, noting that it launched with 13 stockkeeping units and bottles adorned with charms and nameplates. “Like the first launch, Peace, Love & Juicy Couture uses unexpected olfactive notes and adorns the bottles with whimsical touches that will make a strong impact at retail.”
The heavy glass bottle is adorned with turquoise-colored beads, charms — including a heart-shaped peace sign — and pink pompoms, as well as a three-dimensional nameplate. The scent, by Givaudan’s Rodrigo Flores-Roux, has top notes of Meyer lemon tree blossom, wild hyacinth, sweet apple accord and black currant bud absolute; a heart of sambac jasmine absolute, star magnolia, Malibu poppy, honeysuckle and linden blossom, and a drydown of orris extract, sheer patchouli flower and enveloping musks.
“Olfactively, it’s meant to seem as if you’re on the beach in Malibu,” noted Marcy Fisher, vice president, fragrance marketing at Elizabeth Arden.
Eaux de parfum in 1-oz., 1.7-oz. and 3.4-oz. sprays — for $52, $67 and $87, respectively — will be offered, as will a 0.25-oz. eau de parfum rollerball for $18. Ancillaries include an 8.6-oz. body lotion for $45, an 8.6-oz. shower gel for $40 and a 6.7-oz. body creme for $55. Outer packaging is in gradated pinks with turquoise and gold accents, noted Paul McLaughlin, creative director at Elizabeth Arden.
The scent will be available in about 2,000 department and specialty store doors in the U.S. and there will be a simultaneous global launch.
While the executives declined to discuss sales projections, industry sources estimated the scent would do about $40 million to $45 million at retail globally, with about $30 million of that expected to come from U.S. sales. Industry sources estimate that between $10 million and $15 million will be spent on advertising and promotion, with about 75 percent of that spend expected to be done in the U.S.
The print ad, shot by Steven Meisel, breaks in October fashion, beauty and lifestyle magazines. As well, a TV campaign that encompasses “the world of Juicy Couture” — including apparel and other products as well as the fragrance — is being developed and is expected to begin running around Thanksgiving, noted Spiro.
“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