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.”
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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)