Marchesa’s Georgina Chapman and Keren Craig plan to take their signature glamour from the red carpet to fragrance counters this fall with their first scent, dubbed Marchesa Parfume d’Extase.
The fragrance will launch in September.
“Eveningwear evokes an emotion, and this scent does the same thing,” said Chapman, the label’s designer, who cofounded the line with business partner Craig in 2004. Much like the duo’s red carpet gowns, the bottle features plenty of detail and sparkle. Craig and Chapman worked with Malin Ericson of Vanessa Stevens + Company to create a clear faceted bottle that evokes raw quartz crystal banded with hand-set crystal accents resembling a bow. “We looked at our handbags and the signature crystals they have, and we really wanted to incorporate that element,” said Chapman.
“One of our main goals is to provide our clients with access to the hottest and most current trends and brands, and Marchesa fits into this category effortlessly,” said Michael McGeever, senior vice president and general manager of Sephora Strategic Partnerships. “With Marchesa, we are able to provide a universal experience that exudes the femininity, individuality and grace that the brand embodies.”
The scent, which Chapman and Craig created with Firmenich’s master perfumer Annie Buzantian, has top notes of iris, freesia and young violet leaves; a heart of night-blooming jasmine, and a drydown of iris root, ambrox and musk. “We didn’t want anything too sweet,” said Craig. “Georgina and I don’t like perfumes that can smell sort of sickly, so that was very important when we were going through the process.”
Eaux de parfum in two sizes, 30 ml. for $60 and 50 ml. for $85, will be sold, as will a $25 rollerball.
The scent is a Sephora exclusive and will be available in Sephora’s 320 freestanding stores and 370 Sephora-inside-J.C. Penney doors in September, and on sephora.com on Aug. 24. Sephora plans a presale for its VIB loyalty-card holders, which will begin Monday.
While Marchesa and Sephora executives declined to discuss sales projections, industry sources estimated that Parfume d’Extase could do about $1.5 million at retail in its first year on counter.
“We are putting our full support behind this launch with a robust marketing plan that includes animation, advertising, sampling, in-store signage, events, e-blasts and social-media support,” said McGeever. A campaign visual photographed by Patrick Demarchelier has also been shot, said Craig.
In addition to an affordable fragrance and tabletop items, the designers are also actively working to expand their touch to additional categories and channels of distribution. They have inked a deal with J.C. Penney to create shops-in-shop beginning next year, and partnered with Target and Neiman Marcus for a large designer collaboration project, which will bow in December. In May, the brand inked a licensing agreement with LF USA to launch a lower-priced contemporary line expected to launch in 2013.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion