BERLIN — Puma hopes it has picked a winning face inrecord-setting and champion sprinter Usain Bolt for the June launch of aline of men’s and women’s fragrances called Animagical. It’sthe first time a celebrity has been used to represent Puma fragrances,according to Procter & Gamble Prestige Products, which oversees thebrand and announced the endorsement deal last Thursday. Bolt,who has been involved with the Puma brand since 2002, will appear in aprint and TV campaign for the fragrance line. Puma AnimagicalMan is described as an aromatic, green, fruity fragrance with notes ofAfrican Kei Apple, cardamom oil, rosemary and pineapple, as well aswhite ironwood for warmth. Puma Animagical Woman, a floral, fruity,woody scent, combines pink grapefruit and Caribbean lime, Cape Townfreesia, water lily, chocolate and South African Tamboti Wood. Both eaux de toilette will be packaged in zebra-print-inspired, vividlycolored bottles and boxes. The Animagical line, which is beingpositioned as an Africa-influenced scent — from its exotic ingredientsto its animal-inspired packaging — is part of a larger Africa-themedcampaign for the Puma fashion brand, which is celebrating a decade ofPuma’s support of African sports. It’s perhaps slightly at oddswith the sports star, who hails from Jamaica. Yet Bolt’s energeticpersonality, love of dancing and joyful demeanor are described as key tothe themes of the ad campaign. “Feeling good and confidentwith myself is very important to me both in my everyday life as well ason track,” stated Bolt. “Being the face of Animagical, I have theopportunity to show a different side of me.” The PumaAnimagical Woman edt will come in 20-, 40-, 60- and 90-ml. sizes. Theywill be accompanied by body lotion and shower gel (both in 200-ml.sizes) and deodorant in vaporizer and aerosol forms. The men’sedt will come in 25-, 40-, 60- and 90-ml. sizes and will be accompaniedby a 60-ml. aftershave lotion, a 200-ml. shower gel and deodorant invaporizer, stick and aerosol forms. Prices have not been confirmed.
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