PARIS –Hermès is wooing Millennials with Twilly d’Hermès, its latest fragrance.The house’s perfumer Christine Nagel was given carte blanche to create the feminine scent, for which she was inspired by the creative way young women wear Hermès scarves.“They twist everything, they transform,” said Nagel. “They appropriate Hermès’ codes to do other things. I said to myself, it’s an interesting way to see things, and perhaps that could simply be a way to formulate [perfume] differently.“If I take the major codes of perfumery and I shake them up a little, can I obtain other textures?” she continued. “So I started with that idea. I chose to twist three of perfumery’s raw materials: ginger, a white spice; tuberose, a flower that is a bit disconcerting, and sandalwood, an elegant wood.”Ginger, which generally is used in a small quantity, is used in abundance in Twilly, according to Nagel. “It’s really an enormous quantity,” she added, referring to the spice’s fresh extraction as fibrous, burning and pungent.“Tuberose for me perfectly represents the hidden face, a bit unsettling, of these young women,” she continued, describing them as almost childlike, with round cheeks, while being womanly at the same time.Nagel said sandalwood is generally olfactively milky and tender, but that for Tilly, the idea was to play up its more animal quality.Drawing again a parallel with Millennials, who tend to hang out in packs yet have a strong sense of individuality, the perfumer explained Twilly’s three primary notes work well together while being strong on their own. She also spoke of the free spirit of young women today and of Hermès in how it conceives creations.Florence Manlik, the designer of the house’s scarves, masterminded Twilly’s bottle, which takes the form of a carriage’s lantern — an iconic emblem of the house — in truncated form. The cap, meanwhile, is reminiscent of an oversized black hat.Bali Barret, Hermès’ deputy creative director for women’s, opted to take a “spaghetti” strand of silk from one of the label’s scarves and twist it around the flacon’s neck, just as women do with the narrow model Hermès makes called Twilly. Each is affixed to the bottle by hand.The perfume Twilly’s outer packaging is multicolored like the scarves.Twilly d’Hermès will be sold in most international markets — in Hermès stores, perfumeries and department stores — starting on Aug. 28. The scent will launch in Latin America during the fall and in China beginning next year.In France, the eau de parfum is to be sold in a 30-ml. bottle for 59 euros, a 50-ml. iteration for 88 euros and an 85-ml. version for 122 euros.While Hermès executives would not discuss sales projections, industry sources estimate Twilly will generate 25 million euros in first-year wholesale revenues worldwide.Fragrance marketers have Millennials very much in their scopes these days, and it is a demographic with specific shopping habits.According to “The Millennial Fragrance Shopper” report by Teads that was carried out by Global Web Index, which studied the behavior of more than 1,500 Millennials in Europe and the U.S., young people tend first to test fragrance in store then go online to find out more information prior to making a purchase.Almost 30 percent of Millennials try out a perfume before buying it, and 38 percent would share their personal information with a brand to receive fragrance samples at home.The study said a perfume’s scent influences 41 percent of Millennials’ purchasing decisions, while packaging and design informs 35 percent of their choices.“Despite the vast spend by brands on celebrity endorsements, just 4 percent of Millennials say this influences their decision to purchase a fragrance,” Teads said.
“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)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews