LONDON — Lanvin has a fragrant proposition in the pipeline for fall.
The fashion brand and Inter Parfums, its fragrance license holder, will introduce Marry Me, a scent for women, starting in late August.
While its moniker is suggestive of a matrimonial bent, Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, said the fragrance was not conceived to cater to the bridal market. Rather, its name is a celebration of happiness and complicity.
Benacin, who took inspiration for the name from a Japanese photography book, said the scent will likely appeal in particular to women in Japan and the Far East, where Lanvin’s fragrance business generates about half of its annual sales.
“It’s very kawaii [cute, in Japanese],” he added. “Of course, everybody is free to offer it as a gift and understand what they want [from the name.]”
Subliminal scented messages aside, Marry Me was concocted with a 20- to 28-year-old target audience in mind.
“It’s very young, fresh and modern,” said Benacin. “It’s romantic and poetic.”
The scent, blended by Givaudan’s Antoine Maisondieu, comprises top notes of bitter orange, jasmine tea, white peach and freesia. At its heart are jasmine absolute, magnolia and rose petal notes, while amber, white cedarwood and musk notes are in its drydown.
The eau de parfum will be available as 30-, 50- and 75-ml. sprays priced in the U.K. at 32 pounds, 47.50 pounds and 59.50 pounds, respectively, or $48.86, $72.50 and $90.85 at current exchange.
The fragrance’s packaging, designed by Cent Degrés with input from Alber Elbaz, Lanvin’s artistic director, plays on elements of the fashion brand’s heritage. The glass bottle, for instance, is faceted to recall the shape of a bow, a detail often associated with Lanvin designs. A fuchsia satin bow is attached to the neck of the flacon, which is topped with an asymmetric cap.
Marry Me’s print advertising, shot by David Bellemere, depicts a young couple perched atop a bicycle in a Parisian park. There will also be a television campaign, as well as a sampling drive, including miniatures and vials.
Industry sources estimate Marry Me will generate 25 million euros, or $32.2 million, in retail sales from September through December. It will bow in Europe, the Far East and Middle East in late August and September before rolling out to the U.S. and South America in 2011.
“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