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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)