PARIS — No matter what their income bracket, young men will have a shot at smelling like a million next fall. That's thanks to Paco Rabanne Parfums' latest volley for the 20- to 35-year-old set, called 1 Million.
Metal has always been the currency of choice for designer Paco Rabanne, who worked hand in hand with Puig Beauty and Fashion Group — owner of the Rabanne label — on the scent project. In the Sixties, for instance, Rabanne conceived a dress for Françoise Hardy made of some 20 pounds of gold and 300 carats of diamonds.
"The 1 Million story is around gold and all that it represents in terms of fantasy," explained Vincent Thilloy, brand manager for Paco Rabanne Parfums. "For that, we wanted a bottle that is extremely emblematic."
Designer Noé Duchaufour-Lawrance was signed on to create the flacon, which resembles a weighty gold ingot. On it, the number 1 Million is engraved in typeface reminiscent of the Wild West.
"It's very luxurious, masculine and architectural and also very inspired by the plates of metal found in Paco Rabanne's fashion," said Thilloy of the bottle.
Model Matt Gordon stars in both the print and film versions of 1 Million's advertising. Some 80 percent of the 10-, 20- and 30-second spots shot by Nathaniel Goldberg are destined for TV with the remaining 20 percent slated for movie theaters. In them, Gordon dances and snaps his fingers to a Chemical Brothers soundtrack. With each snap, a seemingly magical thing happens. One time, a car appears. In another instance, it's a bag of money. A third snap causes a woman's dress to fall to the ground. The ad was filmed by Darius Konji and directed by Paul Gore. A print campaign is to include single and double pages, plus posters.
"There is a very classy side and at the same time the advertisement is very daring," said Thilloy. "It doesn't take itself too seriously; it has a lot of humor."
"1 Million has the largest advertising budget for a men's fragrance launch at Puig," continued Jose Manuel Albesa, chief brand officer for Puig Beauty and Fashion Group, without divulging the sum. Part of the campaign will be online, including a teaser that goes live a month before the scent is introduced in each country. One out of two points of sale will have in-store displays looking like safes.The new scent will be launched in France in mid-August followed by the rest of the world in September. The introduction follows that of the brand's other men's scents, including Paco Rabanne pour Homme, Ultraviolet, XS and Black XS. Although Puig executives would not discuss sales projections, industry sources estimate 1 Million will generate $110 million at retail in its first year worldwide.
Givaudan perfumers Christophe Raynaud, Olivier Pescheux and Michel Girard created 1 Million's fresh, spicy leathery juice. It has top notes of grapefruit, mint and blood mandarin; middle notes of rose absolute and cinnamon, and base notes of leather, white wood, amber and Indonesian patchouli essences.
The product lineup includes a 100-ml. eau de toilette spray for 61 euros, or $95.90 at current exchange; a 50-ml. edt spray for 46 euros, or $72.30; a 100-ml. aftershave lotion for 42 euros, or $66; a 75-ml. aftershave balm for 29 euros, or $45.60; a 150-ml. spray deodorant for 21 euros, or $33.00; a 75-ml. stick deodorant for 18 euros, or $28.30, and a 150-ml. shower gel for 21 euros, or $33. Prices are for France.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews