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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)