PARIS — Karl Lagerfeld himself inspired the new Karleidoscope women’s fragrance, which is due out on Oct. 11 exclusively in Sephora’s European doors.
“It is Karl’s multifaceted vision that was the main inspiration for this project,” said Françoise Mariez, senior vice president of marketing for European fragrances at Coty Prestige, a division of Coty Inc., which holds the Lagerfeld fragrance license.
The designer was involved in every step of the scent’s creation.
“He had the idea of the kaleidoscope, the bottle and the advertising,” said Mariez.
That’s true for the fragrance’s name, as well.
“I love to play with words, as I love to play with scents,” said Lagerfeld.
About the juice, which was concocted with Givaudan’s Christophe Raynaud, Lagerfeld explained, “A fragrance is not made to be explained by words. A mix of scents creates something we can smell but not describe. I can tell you that the base is patchouli fraction orpur, benzoin Laos orpur, tonka bean and musk, and the heart (a perfume must have a heart that should break, in a way, our heart) is heliotrope (one of my favorite scents), violet and freesia. But I don’t want to be too technical about the fragrance. I prefer a sentimental approach.”
As its name suggests, the scent’s outer packaging resembles a kaleidoscope through whose Perspex, faceted lens top a Lagerfeld silhouette can be seen multiple times. The outer tube also contains a small black sponge shaped in the designer’s profile, which can be spritzed with the fragrance.
“It is a very simple idea but worked out in a refined, detailed way,” said Lagerfeld, of the bottle design.
Model Bianca Balti stars in Karleidoscope’s advertising campaign, which was photographed by Lagerfeld. “I love Bianca and her strong, modern but classical beauty,” he said. “The ad is a kaleidoscope of images of her face four times on the page.”
Coty acquired the Lagerfeld scent license in May 2005, when it purchased Unilever’s global prestige fragrance business that also included the Calvin Klein, Vera Wang, Cerruti and Chloé brands for $800 million. The first Lagerfeld-Coty project was a line of three scents for men and women, called Kapsule, which was launched in fall 2008. Other former Lagerfeld fragrances include Karl Lagerfeld Classic, Jakko, Lagerfeld Photo and Sun Moon Stars.
Karleidoscope is the first women’s scent Lagerfeld has created with Coty. “We have decided to focus on this segment, as all of his creations mainly address women,” said Mariez.
She explained Karleidoscope’s target audience is women aged 30 and older, who are “urban, arty and creative.”
The eau de parfum will come in 30- and 60-ml. sizes, which are to retail in Europe for 39 euros, or $52.05 at current exchange, and 63 euros, or $84.10, respectively.
While Coty executives would not discuss sales projections, industry sources estimate Karliedoscope will generate 10 million euros, or $13.3 million, in wholesale revenues during its first 12 months.
@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