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.
@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