MILAN — Donatella Versace is ready to unleash her signature Versace man.
After the launch of a women's scent called simply Versace last year, the fashion house will follow up with its male counterpart, Versace Pour Homme, which will first hit Italian counters in April and the rest of Europe in May.
During men's fashion week here, Versace feted the new fragrance with a dinner party on Saturday evening at the family's palazzo in the city's center for 200 fashion editors, buyers, friends and family — including Beyoncé Knowles, Jay-Z and Kelly Rowland. After dinner, guests moved downstairs to party in Gianni Versace's former private residence.
In an interview with a group of journalists the following day, Versace talked about the scent's message.
"[The fragrance] represents a strong, sensual man with determination," the designer said. "It represents exactly where men stand in our society today and where women want men to stand."
Versace noted she went back to her Mediterranean roots to collaborate with nose Alberto Morillas of Firmenich to blend Versace Pour Homme, selecting notes of amber, sandalwood and neroli.
"When I smell the scent, it reminds me of my father because my father wore neroli," said Versace, adding, "I wanted to make it different and be very precise, I didn't want to mix too many smells. Today there are too many components in fragrances on the market — for this I wanted it to have a strong essence."
The new fragrance has become a favorite of Versace's 17-year-old son, Daniel Beck. "I asked him to wear it and he loves it," said Versace.
The scent is the first Versace men's fragrance developed entirely by Euroitalia, which acquired the Versace fragrance business in late 2004, and it is being launched on the heels of a remodeling of the fashion house's men's wear line.
"We are focused on everything around men as a company right now so it is the right moment to launch a men's fragrance for us," said Versace.
Plans call for the scent to be launched in the U.S. in August. While launch details have not been finalized, executives at Fragrances Elite International LLC, which handles the Versace fragrance business in the U.S., anticipate either a short, exclusive introduction with one retailer or a simultaneous launch with numerous retailers.Industry sources estimate that, globally, Versace Pour Homme could generate first-year retail sales of roughly $100 million. Sources added that in the U.S., the scent could generate retail sales of $10 million in the same period.
The U.S. is estimated to account for about 10 to 12 percent of Versace's worldwide fragrance business and the brand's fragrances are carried in 1,100 doors there. Total retail sales of Versace scents in the U.S. are projected by sources to grow to $45 million to $50 million by the end of 2009.
It is estimated Versace's signature women's scent, which was launched in the U.S. in May exclusively at Saks Fifth Avenue, has so far exceeded $2 million in retail sales. It is now being rolled out to other retailers in the U.S., including Nordstrom.
While details of a U.S.-based advertising and promotional effort — which could be worth $4 million to $5 million — for the new men's scent are still being discussed, some six million scented strips could appear as part of an ad campaign slated for magazines like GQ, Esquire, Details, Vanity Fair and New York. Also, one million sample units, including deluxe samples, may be distributed.
Mario Testino photographed a print visual and directed the TV advertisement for the fragrance, which features models Michael Gstoettner and Edita Vilkeviciute in an apartment in New York. During the interview, Versace introduced Austrian-born Gstoettner, who also works as a fireman. "The idea that he is a fireman is really attractive — we all want to be saved by Michael," she joked.
Designed in-house at Versace, the clear glass bottle's profile reveals facets cut similar to a diamond and it is studded with a round silver plaque tooled with the fashion house's emblems of the Medusa head and the Greek fret motif.
An aromatic fougère, Versace Pour Homme features top notes of bergamot, neroli, bitter orange leaves and citron of diamante, a large fruit found in southern Italy; middle notes of geranium, clary sage, blue hycinth and cedarwood, and drydown notes of oud wood, mineral amber, tonka beans and musk.
The eau de toilette collection includes a 50-ml. version of the scent for $55 and a 100-ml. size for $72. Prices are for the U.S. There's also an aftershave lotion ($55) and an aftershave balm ($40), both of which are 100 ml., as well as deodorant stick ($22 for 75 ml.) and hair and body shampoo ($32 for 250 ml.).
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)