PARIS — The iconic Meisterstück pen inspired the creation of the Montblanc Legend men’s fragrance, due out starting in late April.
It’s the first scent project developed jointly by Montblanc and Inter Parfums SA, which inked a 10-and-a-half-year worldwide fragrance licensing deal that began July 1, 2010.
For Legend, Inter Parfums and the Montblanc design studio turned to the Swiss brand’s most emblematic product, said Philippe Benacin, Inter Parfums SA chairman and chief executive officer.
“We really wanted to capture all the essence of the brand and the most impactful elements,” added Pierre Desaulles, marketing director for Montblanc Parfums.
Legend’s black and metallic bottle, like the Meisterstück, is rounded and solid to the touch. Montblanc’s six-pointed star is embossed on the fragrance flacon’s cap and side and, like on the pen, rings encircle the brand’s name.
Givaudan’s Olivier Pescheux, who conceived Legend’s fresh fougère juice, said it was meant to be full of contrasts. Top notes include lavender, bergamot from Calabria, pineapple leaves, litsea cubeba and coumarin. The heart has notes of geranium, apple and rose, plus evernyl and Pomarose molecules. At the base are tonka bean, evernyl and sandalwood notes. Legend’s black-and-white advertising campaign, in single and double pages, was shot by Peter Lindbergh and features model Simon Clark and the fragrance flacon.
The scent is to be launched in the Middle East at the end of April, in South America between the end of April and May, and Europe and Asia in May. Legend’s U.S. introduction is expected between June and September.
In France, prices for the 100-, 50- and 30-ml. eau de toilette sprays will be 70 euros, 48 euros and 34 euros, respectively, or $96.55, $66.20 and $46.90 at current exchange.
While Inter Parfums executives declined to discuss sales projections, industry sources estimate Legend will generate 10 million euros, or $13.8 million, in first-year wholesale revenues worldwide.
“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