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.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews