If Perry Ellis and Falic Fashion Group have it their way, this summer will be “Very Perry.” Three years after the launch of its 13th pillar fragrance, Perry Ellis is celebrating its updated positioning with a new “flagship” scent, Perry Ellis.“He [Ellis] always wanted to make clothing that was stylish and witty and never wanted fashion to take itself too seriously,” said Perry Ellis’ vice president of marketing, Matt Cronin. “There’s always a sense of levity to his work.”With the goal of preserving its heritage while injecting a touch of spontaneity, the Perry Ellis brand was revamped in fall 2012. With a new slogan, “Very Perry,” and graphic sign-off, a dot found on everything from the inside lining of Perry Ellis shirts to brand advertising and imagery, the brand is looking to add its latest fragrance to the mix. To wit, the scent’s square metal bottle aims to integrate the graphic, with a die-cut area revealing the teal-colored juice.“This is the first fragrance that we have been able to fully launch from bottle design to the [juice] itself to the imaging [that is] reflective of the new positioning,” noted Cronin. “We’re targeting men between the ages of 25 to 45, which is also the target for the brand itself.”RELATED STORY: The Future of Perry Ellis >>The man himself, Perry Ellis, inspired the concept for the namesake scent, which was created by Givaudan’s Claude Dir. The fragrance opens with top notes of bitter orange, cardamom, coriander and clary sage; a heart of fir, mint, cedarwood and lavender, and base notes of sandalwood, patchouli and white moss wrapped in tonka bean, amber and musk. “Perry Ellis for men represents the new generation of free-spirited, modern men who have confidence in whatever they wear,” said Jerome Falic, chief executive officer of Duty Free Americas, which owns Falic Fashion Group. “We developed the fragrance with a focus to offer the perfect complement to the Perry Ellis man’s fashion ensemble.”The Perry Ellis eau de toilette will be carried at 436 stores nationally, including Macy’s, Dillard’s and Boscov’s, beginning Aug. 1. The ad campaign, shot by Daniel Jackson, features model Paul Kelley jumping to catch an oversize Perry Ellis bottle. Print advertising will run in fall books like Details, Esquire, Essential Homme, InStyle and GQ.While executives declined to comment on projected sales, industry sources estimate that Perry Ellis could do $4 million in sales in its first year on counter.
Exclusive: @isabelmarant and @lorealmakeup have teamed up to create a capsule makeup collection. "She is rather natural in the day but doesn't have time to go back home before going out [in the evening] and redo her entire beauty look," said Marant on the 5 products included in the collection, which will launching in September. Read @jenniferbethweil's interview with the designer on WWD.com. #wwdnews #wwdbeauty
After 17 years, Tomas Maier is leaving @bottegaveneta. “I am deeply grateful to him and I personally thank him for the work he accomplished, and for the exceptional success he helped to achieve,” said François-Henri Pinault, head of parent company @kering_official. Head to WWD.com for more on his departure. #wwdnews #wwdfashion (📷: Davide Maestri)
@shaymitchell is no stranger to teaming up with beauty brands, but she’s made her latest partnership official: She’s signed with @buxomcosmetics as global creative brand ambassador, WWD learned exclusively. Mitchell and Buxom will collaborate on campaign development, social media strategy and content and new product and shade development. Read more on WWD.com. #wwdbeauty (📷: @clint_spaulding)
Today we’re at the WWD Retail 20/20 Forum where industry leaders will be talking about the future of shopping for fashion, footwear and beauty. Tune in on Instagram Live at 9 am and 3:30 pm to hear from two of our speakers –– @therealreal’s Rati Levesque and @bandier’s Stephen Ippolito. #wwdsummits (📷: @elizaflorendo)
Seen last night at @coach’s launch party for “Life Coach,” an interactive pop-up in Soho: @joansmalls. Open now, visitors of the pop-up can engage in themes of “creativity and self-expression,” through tarot, carnival games, live performances and art. See the rest of the party pics on WWD.com. #wwdeye (📷: @vnina)
“We figure there’s enough cynicism to go around the world right now let’s go out there and be ourselves, let’s be enthusiastic, let’s have positive energy, which is something I think a lot of people really want and need right now,” said musician @joshgroban ahead of hosting the Tony Awards with @sarabareilles. Read @leighn’s interview with Groban on how he picked his look for the night, his next record and more on WWD.com. #wwdeye #tonyawards (📷: @vnina)
“Rock as an attitude and not a uniform. Street as a style and not just clothing. Sportswear as the new normality,” @paul_surridge said of his first @roberto_cavalli men’s wear collection, previewed here. The British designer joined the brand as the creative director in May 2017, and is gearing up to unveil his debut for the label with a runway show at the Florence Charterhouse on June 13 at #PittiUomo. Head to WWD.com to read more about his collection and see more sneak peek photos. #wwdfashion (📷: @simonelezzi)