MILAN — Signorina Eleganza is still a charming young woman, but she’s got a few more years’ experience tucked under her Vara bow than her Signorina predecessor. With its latest fragrance launch, which kicks off next month, Salvatore Ferragamo Parfums aims to corner a new market segment, one that’s more self-confident — and possesses a bit more disposable income.
“With the original Signorina, we had a core target of a woman between 18 and 25 years old, and now we’re really looking at a woman 25 to 30 or 35 years old, who’s a little more mature and independent,” said Ferragamo Parfums chief executive officer Luciano Bertinelli, adding that the new scent is priced 8 to 10 percent higher than the previous.
A 30-ml. bottle will retail for 56 euros, or about $76 at current exchange. The 50-ml. and 100-ml. versions will sell for 80 euros, or about $108, and 105 euros, or about $142, respectively.
“I thought of the development and the feeling of this fragrance as the narrative of a certain elegance and femininity — of a sensuality that is still natural, but more self-aware,” said Ferragamo creative director Massimiliano Giornetti, noting the choice of the Polish model Anja Rubik for the advertising campaign, shot by Mario Sorrenti, reflected this direction.
Sophie Labbé of International Flavors & Fragrances, who also worked on Signorina, created the new juice. “I was really inspired by a Ferragamo fashion show I went to in 2013, the resort line shown in the Louvre arcades [in Paris],” said Labbé, describing soft leather dresses in beige. “I wanted to create a fragrance based on this idea of skin tones, so I thought of osmanthus flowers, which are very multifaceted,” she added.
Top notes include grapefruit and pear, while the heart is composed of almonds and absolute osmanthus, and the drydown, heart of patchouli and a white leather accord. The clear glass fragrance bottle maintains the rectangular shape of the first, with a gold base and a rounded cap decorated with a grosgrain bow in two tones of beige.
When rollout is complete, Bertinelli said Signorina Eleganza will be present in about 12,000 doors. Though he would not give a specific sales projection for the edp, Bertinelli said expectations are high, based on the enthusiastic reception of the original Signorina in emerging markets. “Russia really bowled us over, as did China,” Bertinelli noted. Industry sources estimate that Signorina Eleganza could bring in $60 million in retail sales in its first year on the market.
Salvatore Ferragamo ceo Michele Norsa said Ferragamo Parfums now represents 7 percent of the fashion firm’s total turnover. “It continues to represent an opportunity to enlarge our customer base, our audience, through perfumes and personal-care products,” he said. “The opportunity to reach new potential aspirational consumers is significant. I think that what the brand has built over the past few years is a sense of freshness, of continuous renewal.”
Norsa also stressed the importance of targeting very specific age brackets with each fragrance proposal. “Even age groups that are quite close have different consumption habits,” he said.
“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)