When Rihanna created her first women’s fragrance in 2011, she noted that she wanted to produce a men’s scent first.
Now, after crafting four fragrances for women, her dream has come true. In September, her licensee, Parlux Fragrances Inc., will launch Rogue Man by Rihanna.
“The whole men’s category for us is trending very well,” said Donald Loftus, president of Parlux Ltd., adding that Gold Jay Z, Mankind by Kenneth Cole and Vince Camuto Homme have all had success in the men’s market. “[Creating a men’s scent] has been something Rihanna has wanted to do since the beginning.”
Created by Frank Voelkl at Firmenich, the scent is classified as an oriental woody. The composition opens with black pepper, rosemary, clementine and bergamot, atop a heart of jasmine, cedarwood, labdanum and vanilla orchid, and a base of sandalwood, musk, patchouli, amber and tonka bean.
“Of the current pop icons, Rihanna has had some really long-term success [in fragrance],” noted Loftus. “That success has translated across the ocean. So her international following is huge, and that’s not always the case with celebrities.”
The price points are $69 for a 3.4-oz. eau de toilette spray and $39 for a 1-oz. version.
Shot by Mario Sorrenti, an ad campaign — which will be featured digitally and in retail catalogs — shows Rihanna with her arms roped around tattooed male model Daniel Ness.
“We don’t know if a man will react to this, if a woman will buy this for her boyfriend or [a man] is hoping to turn into the guy that’s in the ad,” said Loftus. “The first bottle may be sold to a Rihanna fan, the second bottle [will be] because the bottle and the juice are just really fantastic.”
Rogue Man by Rihanna will launch globally in 800 doors, including Macy’s and at macys.com.
Loftus would not discuss sales figures, but industry sources estimate Rogue Man will ring up $10 million globally in first-year retail sales.
Executives added that in July 2015, Rihanna will launch a third women’s pillar.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“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