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.
“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
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
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