MILAN — As the summer sun returns, Moschino is tossing a new bouquet into the market — Pink Bouquet, that is, a fruity, floral eau de toilette for young women with a taste for candy-colored accessories.
“One characteristic of our fragrances is the reference to a woman with a strong personality, sparkling and decisive,” said Rossella Jardini, Moschino creative director, adding: “I believe the freshness of this fragrance and its elegance are classic elements of the Moschino world.”
Euroitalia, Moschino’s licensee since 1985, developed the scent and packaging. There are 10 Moschino fragrances on the market, but Euroitalia president Giovanni Sgariboldi singled out Pink Bouquet as the “perfume that blends perfectly with the brand’s DNA today.
“It’s for all women who think, love and live ‘in pink,’” Sgariboldi said, adding the fragrance would “certainly” be successful in Italy, but would also have strong appeal throughout Asian markets such as China, Hong Kong and Singapore. Distribution kicks off in June across Europe and in 2013 the fragrance will reach the U.S., Asia and South America, where Sgariboldi said Euroitalia is interested in developing business with countries including Brazil, Argentina and Venezuela.
“We’re thinking of following a traditional distribution plan that is identical for countries in the same geographic area,” Sgariboldi said. Worldwide, the fragrance will be available in about 10,000 doors.
Although Euroitalia declined to provide an estimate, industry sources guessed Pink Bouquet could bring in $15 million to $20 million wholesale in the first year.
Moschino has a thing for hearts, and Pink Bouquet is the third heart-shaped bottle the fashion brand has released, this time in unapologetically loud, nearly fluorescent pink, with a shiny ring over the top and a rounded cap.
“Recognizable graphics and iconic shapes are a distinctive element of our packaging,” said Jardini. “The heart-shaped bottle, the metallic band, the various shades of pink and the box covered in rhinestones all represent the new fragrance’s concept of femininity and freshness.”
Olivier Pescheux from fragrance house Givaudan was the nose. The perfume’s composition is bright and fruity, with top notes of bergamot essence, pineapple sorbet and raspberry pulp. The heart includes jasmine, pink lily of the valley, peony petals and violet, while the drydown uses gingerbread, peach and cosmone moss to cap off the scent with a smooth texture.
An ad campaign and television commercial, shot by Giampaolo Sgura, features American model Kendra Spears. Filming took place in Villa Erba, north of Milan by Lake Como, a place known for its ritzy houses and lush gardens overlooking the water.
“The campaign will be concentrated in June and July for European markets,” said Sgariboldi. “And will continue in other countries worldwide as [the fragrance] is launched in different markets. We invested in all communication channels…print, TV and Web.”
Jardini said Spears is the personification of Pink Bouquet: “bubbly but sweet and romantic at the same time.”
In Europe, the fragrance will retail at 40 euros for a 1-oz. bottle, 60 euros for a 1.7-oz. version and 79.50 euros for a 3.4-oz. size. In the U.S., the prices will be $41, $56 and $72, respectively.
A bath line accompanies the eau de toilette, including a perfumed deodorant spray (1.7 oz. for 33 euros) bath and shower gel (6.7 oz. for 32 euros), and body lotion (6.7 oz. for 39 euros). In the U.S., prices are set at $31, $31 and $36.
@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)