PARIS — The Eau de Lacoste L.12.12 franchise is getting dressed up for evening — wearing black, of course.Noir, making its debut in May, is the fifth installment in the men’s line inspired by the sports brand’s iconic polo shirt that was launched in early 2011 with a trio of scents. A fourth, Rouge, came out in 2012.“[Noir] still remains in the fresh olfactive territory, but it’s a bit more intense,” said Carla Liuni, vice president of fashion brands for P&G Prestige, Lacoste’s fragrance licensee. She explained the woody aromatic juice, which was created by P&G with International Flavors & Fragrances, contrasts watermelon and dark chocolate notes. It also includes notes of Egyptian basil, lavender, verbena, cashmeran, coumarin and patchouli.As with the other fragrances in the L.12.12 line (whose name integrates the first Lacoste polo shirt’s moniker), Noir’s bottle has a textile crocodile logo and is partially textured to evoke the polo shirt’s cotton weave.Its single- and double-page print campaign was photographed by Kay Mücke. Bo Platt directed a video advertisement, which comes in 20-, 15- and 10-second versions and will be shown on TV, movie screens and the Internet. The spot features an origamist’s hands manipulating a white Lacoste polo shirt into a crescent moon shape and then transforming a black polo shirt into the Noir bottle.“We continue to build on the strength of the [original L.12.12] campaign,” said Liuni. For digital, there are to be some customized local activities, such as QR code-initiated videos, as well.Noir will be launched in May in the U.S., the U.K., the Middle East and parts of Europe. In July it’s to come out in France, Spain, Benelux, Germany and the Asia-Pacific region. Then Russia and Latin America will get the scent in August. Globally, Noir is to be in more than 25,000 doors, like the rest of the L.12.12 line.In Europe the 30-ml. eau de toilette spray will retail for 40 euros, or $52 at current exchange, while the 100-ml. version will go for 67 euros, or $87.15. Although P&G executives would not discuss numbers, industry sources estimate Noir will generate $50 million in first-year retail sales. The L.12.12 franchise has been growing by double digits since its launch and currently ranks among the top 10 men’s prestige scent lines globally, according to industry sources.
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)
"In order for Shudu to wear garments, she needs to be able to put them on, just like you would in the real world. You have to digitize the outfits," said Cameron-James Wilson on dressing 3-D model @shudu.gram for her WWD photoshoot with @itsclo3d. #wwdfashion (📸: @cjw.photo)
“Shudu is a digital supermodel, a very glamour and amazing woman. But she’s 3-D,” says Cameron-James Wilson, a fashion photographer and the creature of @shudu.gram. Here, Shudu wears @cushnieetochs for her debut fashion editorial. #wwdfashion (📷: @cjw.photo)
“It is the fierce female performances that came before me that made be able to clearly identify for myself what it was that I wanted to do, what kind of artist I wanted to be, what kind of films I wanted to make,” said @brielarson at the Women in Film Crystal + Lucy Awards. See more pictures from the event on WWD.com. #wwdeye (📷: Matt Baron)