By  on August 19, 2011

Serendipity is still at home on Seventh Avenue.

When Oscar de la Renta was searching for a name for his new women’s fragrance, it popped up in front of him one day in his sample room. There it was — Live in Love — tattooed on the arm of Raffaele Ilardo, director of the company’s ateliers. Suddenly, de la Renta had the name and the concept for one of the most critical fragrance moves of his career. Live in Love, which is set for an Oct. 15 launch in the U.S. and Canada, will be the first new scent to come out of the design house in a decade and the first completely new project to emerge since de la Renta wrested ownership of his beauty trademark from L’Oréal in a court battle last year.

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