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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“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