PARIS — Parfums Nina Ricci is about to launch Mademoiselle Ricci, a women’s fragrance meant to embody the label’s romantic side.
For the fashion brand’s prior scents, the spotlight was more focused on its poetic aspect, explained José Manuel Albesa, chief brand officer at Puig, Nina Ricci’s owner.
“It’s all about romance, about femininity, about elegance in a modern way,” he said of Mademoiselle Ricci, which is expected to have as its core target the 25- to 35-year-old set. “It’s about love — a declaration of love.”
To wit: The fragrance’s advertising video filmed by Johan Renck was created as a romantic comedy. Set in Paris at night, a young man (James Rousseau) proposes to his girlfriend (Tati Cotliar).
The 20- and 30-second spots will be shown on television and in movie theaters. Mark Segal photographed the print campaign, which comes in single and double pages. The image features the couple, with the man holding a box — reminiscent of Mademoiselle Ricci’s outer packaging — tied with a pink ribbon.
Firmenich’s Alberto Morillas created the woody and floral juice, which has notes including rose centifolia, eglantine, pink laurel and pink pepper.
“It is very fresh, modern elegant and subtle,” said Albesa. “It’s a very timeless fragrance.”
Mademoiselle Ricci’s bottle is topped with what appears to be a metallic pink ribbon. It takes the same form as the Ricci Ricci fragrance, which was introduced three years ago and is Nina Ricci’s number-two scent brand — after Nina — ranking in the top 30 in its largest market, France.
The new fragrance’s name is a nod to the Mademoiselle Ricci fashion collection launched in the U.S. in the Sixties.
Mademoiselle Ricci will first be introduced in France on Aug. 6, followed by a rollout in other European countries, Asia, the Middle East and Latin America by September.
In France, the 80-, 50- and 30-ml. eau de parfum spray versions will retail for 82 euros, or $100.85 at current exchange; 60 euros, or $73.80, and 43 euros, or $52.90, respectively. Ancillaries are to include a body milk and a deodorant.
Puig executives would not discuss sales projections, but industry sources estimate Mademoiselle Ricci will generate 75 million euros, or $92.2 million, in retail sales during its first 12 months.
“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
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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