LONDON — L.I.L.Y, Stella McCartney’s latest fragrance — her second major scent — has some very homey inspirations: memories of a loving family and a mélange of countryside aromas.
The animal-loving designer, who grew up on a farm in Sussex, England, didn’t name the scent after anyone in particular; she chose the name for reasons far more intimate.
“It comes from my dad’s nickname for my mum: ‘Linda I love you,’” said the designer during the press launch at a cozy room inside Wellington Arch, which overlooks Hyde Park.
“The name is also from the lily of the valley ingredient — I love it as a flower, and so did my mum — it’s delicate, feminine, innocent. It was part of my bridal bouquet. But I also wanted to explore its darker, more masculine side. It’s a woodland flower and I wanted to capture the roots and the earthy side of it,” she said.
The heart notes are lily of the valley, while the base notes are oak moss. The top notes are — unusually — truffle. All are aromas McCartney has long loved.
“You can’t grow moss — you can’t plant it unless it wants to grow,” she said. “I find that quite sexy and sinister, to contrast with the lily of the valley.”
Master perfumer Jacques Cavallier of Firmenich, who worked with McCartney on her signature scent, Stella, and who also developed L.I.L.Y, admitted that McCartney’s choice of truffles was offbeat.
“The truffle was unusual, but I said OK to Stella,” Cavallier said. “We used natural extract of truffle, and I actually told the suppliers we were working with that the extract was for a restaurant! I didn’t want to let people know what we were doing.”
The designer said she loves the smell and taste of truffles, and finds it “sexy” when they arrive at dinner table ready to be shredded on top of scrambled eggs. McCartney quipped that Cavallier should consider himself lucky she didn’t ask for Brussels sprouts or cabbage notes.
McCartney also admitted that she is not a great fragrance aficionado. “I don’t wear a great deal of perfume. I find it too overwhelming. This fragrance is very much about trying to leave the woman who wears it a bit of self-expression. I wanted it very pure and uncomplicated,” she said.
McCartney added that, for her, the scent evokes: “A girl becoming a woman. It’s an early spring morning, crisp air on the flesh — and discovery.”
L.I.L.Y, an eau de parfum that was three years in the making, is the designer’s second major women’s fragrance. While the company declined to break out sales projections, industry sources estimate that the fragrance has a retail sales target of more than 20 million euros, or $26.8 million at current exchange, on a global basis during its first year on counter. McCartney’s licensee, L’Oréal, which produces and distributes her fragrances, will launch L.I.L.Y in the U.K. exclusively at Selfridges on Jan. 26 and roll it out to other retailers in the market on Feb. 15.
The scent will begin selling worldwide in March, and is set to launch in the U.S. in the second half of 2012. The fragrance will be launched in September throughout the 280-store Sephora chain in the U.S., according to Marc Rey, president of international designer collections at L’Oréal USA. He added that her first fragrance “resonated well with young women in this country. After the initial Sephora rollout, specialty store distribution will be explored, Rey said.
A body lotion and shower gel will be available alongside the fragrance.
Prices are: $25 for a 10-ml. roller ball; $60 for a 30-ml. eau de parfum; $80 for a 50-ml. size, and $100 for the 75-ml. variety.
Like the scent, the bottle — which has an Art Deco feel — is a mix of light and dark, feminine and masculine.
McCartney said the English cut crystal bottle reminds her of the sort of vases and tableware one would find at home, while the metallic frame lends a sharper and more masculine edge.
She said she finds the metal frame “architectural, like contemporary furniture.” The Stella McCartney logo appears discreetly on the side: “I was intent on not having in-your-face branding,” she said.
Ads will break in the February issues of U.K. glossies such as Vogue, Grazia, Glamour, InStyle and Harper’s Bazaar. Some of the spreads will include scent seals.
The campaign was shot in Kent, England, by David Sims. The details of the photograph — the lush, verdant greenness of the countryside in the background and the fresh-faced, natural look of the model — were meant to convey a feeling in keeping with the sweet and sexy nature of the fragrance. The ad stars the 34-year-old Polish model Malgosia Bela, whom McCartney chose for her maturity.
“I wanted someone who was not 14, and you can see she’s wearing hardly any makeup. You can see her freckles and skin,” said McCartney. “So many fragrances are ‘girl girly’ or ‘sexy sexy,’ I really wanted this one to be in the middle ground, aspiring and desirable.”
“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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye