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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion