MILAN — Valentino is set to open a new chapter in its women’s fragrance portfolio with a scent called simply Valentino.
The signature fragrance will launch globally this spring, and its ultrafeminine bottle and scent are an ode to the couture roots of the Roman fashion house.
The Valentino fragrance is the third women’s scent launched in collaboration with licensee Procter & Gamble Prestige Products.
Valentino, which was previewed on Italy’s beauty counters earlier this month, is being introduced exclusively at Neiman Marcus in the U.S. It is slated to roll out to additional U.S. retailers by mid-April and, subsequently, to other major markets by summer.
Industry sources estimate the scent is on track to do upward of $50 million in first-year retail sales.
Andrea Petochi, global marketing director of P&G Prestige Products said Valentino is a culmination of the label’s heritage.
“It’s a further leap forward for the brand positioning,” said Petochi. “This scent communicates the heart of Valentino the fashion house to a broader audience.”
P&G Prestige Products began working on the scent with Valentino’s creative team before the Roman couturier retired in 2007. Since then, creative leadership has shuffled hands twice from Alessandra Facchinetti to current designers Maria Grazia Chiuri and Pier Paolo Piccioli.
Meant to mimic the lines of a classic Valentino gown, the fragrance’s flacon has a slender neck that tapers down to a square-shaped base. Designed by the fashion house, the bottle features a crystal-cut glass pattern, recalling the intricate embroidery techniques employed by the fashion house. The bottle is topped with a black faceted cap, and the scent has a pale, blush-pink hue.
The fragrance belongs to the aldehydic-floral family of fragrances. It features top notes of pomelo, pear blossom and magnolia; a heart of orange flower, mimosa and violet leaves, and a base of rice vapor, heliotrope and vanilla orchid. P&G’s fine fragrance development team collaborated with International Flavors & Fragrances to create the scent.
“The notes reflect the elegant packaging — mimosa is inherently feminine, and the rice vapor really boosts the intrigue on the scent, making it sparkle,” said Petochi.
A print advertising campaign for Valentino, which was photographed by Luca Stoppini, features model Natalia Belova in a blush-colored couture Valentino dress with the flacon in her hand.
The Valentino collection includes a 1.7-oz. spray for $80 and a 2.5-oz. spray for $100. The line also includes a perfumed body milk, $45 for 6.7 oz. All prices are for the U.S.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
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