Designer Reem Acra’s gowns have been marching down red carpets and bridal aisles for years — now, the designer is giving her fans a fragrance to pair with them. During an interview at her home in New York City’s Fashion District, the Lebanese designer — who founded her fashion line in 1997 with a bridal collection — talked about incorporating her heritage into her first fragrance effort. The namesake scent is set for an October launch. “Fragrance, after fashion, tells the story of a brand,” Acra told WWD. “I was waiting eagerly for this moment, because I had something in mind. Basically, I think this fragrance is special because it’s not a made-up story. It’s my life story. Amber has been part of my homes since I was a little kid — we used to collect it [in Lebanon.] Peonies are my favorite flower,” she gestured to a large bouquet — “and every morning I drink orange blossom, steeped in hot water, to relax.”RELATED STORY: Marchesa Fashions a Fragrance >>Created by Acra and her fragrance licensee, TPR Holdings LLC, along with Firmenich’s Pierre Negrin, the scent has top notes of orange blossom, pear and bergamot; a heart of ginger, jasmine, lily of the valley and blooming peony, and a drydown of amber, cedarwood, patchouli and warm musk. Eaux de parfum in three sizes — 30 ml. for $35, 50 ml. for $90 and 90 ml. for $125 — will be offered, as will a 200-ml. perfumed body lotion, $50; a 200-ml. bath and shower gel, $40, and a 5.1-oz. body cream, $75. In December, a 90-ml. limited-edition parfum, $300, will be offered, as will a $125 gift set.The fragrance bottle, designed by Doug Lloyd of Lloyd & Co., is a glass square bordered in gold and embellished with Acra’s trademark red dove insignia. Red trim also adorns the cap. The scent will launch at Saks Fifth Avenue in October, followed by additional specialty store retailers in the U.S. and Harrods in the U.K., said Brian Robinson, president of TPR. U.S. distribution will top out at about 220 doors in the U.S. and 2,000 globally.The print ad, shot by Tom Munro, features Crystal Renn and will break in October fashion, beauty and lifestyle magazines. An ambitious digital campaign is also planned. While neither Acra nor Robinson would discuss projected sales, industry sources estimated that the scent could do at least $15 million at retail globally in its first year on counter. Acra plans to do public appearances in support of the scent.Acra continues to extend her reach in other categories. In late June, Acra also created a moderately priced bridal line with Nordstrom called Roses by Reem Acra. Available at all 18 Nordstrom Wedding Suites in the U.S., the line features dresses which retail for less than $4,000, about half the price of the designer’s red-carpet and wedding gowns. Acra plans to add an additional six gowns, as well as accessories and veils, in November.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim