PARIS — Prada’s newest men’s scent, Luna Rossa, gleans inspiration from the fashion brand’s sailboat of the same name that competes in major professional races, such as the America’s Cup.
“It’s not a typical sport fragrance,” said José Manuel Albesa, chief brand officer at Puig, Prada’s fragrance licensee. He explained Luna Rossa is an authentic, long-standing part of the brand’s universe. “It is very linked to technological excellence.”
The project was developed under the close guidance of designer Miuccia Prada.
The moment was right for a new Prada men’s scent after the success of the brand’s Candy fragrance for women, which is performing “very well,” said Albesa. “It was then time to bring something new to the men’s arena.”
Company executives would not discuss revenue projections, but industry sources estimate the fragrance will generate $100 million in first-year retail sales.
Luna Rossa — which joins other Prada men’s scents including Infusion d’Homme and Prada Pour Homme — is meant to target dynamic and daring guys.
“In the previous fragrances, we were more concentrated on the traditional side of the brand,” said Albesa, adding that with Prada Luna Rossa, it’s about its innovative, extreme and technological aspects.
Givaudan perfumer Daniela Andrier worked on the olfactive creation that is not a conventional interpretation of a marine scent, according to Albesa.
“It’s something much more complex and interesting, because the fragrance’s key note is lavender,” he continued. “It’s not something used very often in this kind of [scent].”
Albesa said for the fragrance, Andrier used some traditional ingredients in a modern way. Luna Rossa also includes essences of bitter orange, clary sage, spearmint nanah, plus ambroxan and ambrette absolute.
“Overall, it’s a paradox of synthetic and natural ingredients,” said Albesa.
He explained for Luna Rossa’s bottle, “We were looking for something very technological, sleek and dynamic, which was [inspired by] the beauty of extreme sailing boats.”
The brand signed on designer Yves Behar, who had never before worked on a fragrance flacon.
Director Adam Berg created Luna Rossa’s film advertisement, which stars the boat’s real crew members in a high-adrenaline situation on the catamaran.
“We used revolutionary camera technology to capture the thrills of extreme sailing,” said Albesa, adding three high-speed phantom cameras moved freely along with more than 80 other cameras. “We captured this moment of tension, this fight with the man and the sea.”
The spot — including hyper-real, frozen moments — will primarily come in 20- and 30-second versions destined mostly for TV.
For the print ad, David Sims photographed Luna Rossa’s bowman and trimmer Nick Hutton. It comes in single and double pages and special formats.
Luna Rossa’s launch will include an introduction in most of Western Europe’s domestic and travel retail channels in September, followed by Eastern Europe, Scandinavia and the Asia-Pacific region in October and November. Luna Rossa is set to make its North American debut in March 2013.
In France at launch, the line will include 50- and 100-ml. eau de toilette sprays, which are to retail for 60 euros, or $73.90 at current exchange, and 80 euros, or $98.50. Ancillaries include an aftershave lotion, shower gel and deodorant.
A 150-ml. edt spray will be introduced in mid-November for 100 euros, or $123.15.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye