MILAN — Versace and Euroitalia are introducing a new sparkler: Versace Yellow Diamond Intense, a highly concentrated eau de parfum that picks up where its 2011 eau de toilette predecessor, Versace Yellow Diamond, left off.
The scent will retain the advertising campaign of the original edt, shot by Mario Testino and featuring model Abbey Lee Kershaw, but will feature new external packaging, with a deep blue box covered in wild gold swirls. Perfumer Alberto Morillas of Firmenich opted for top notes of Diamante citron, pear sorbet, neroli and bergamot; a heart of freesia, orange blossom, jasmine and osmanthus, and a drydown of benzoin, amber wood, Palo Santo and musk.
Versace creative director Donatella Versace’s love of yellow diamonds informed the bottle design, which features a multifaceted gemstone cap over a clear glass base that reveals the highly saturated juice.
Euroitalia president Giovanni Sgariboldi said the original fragrance’s success had paved the way for Yellow Diamond Intense. “[The edt] made a lot of customers loyal to the brand, which certainly gave us the satisfaction and enthusiasm to take on this new project,” he said, noting that central Europe and Asia had been key regions for Yellow Diamond.
With distribution slated for 15,000 doors worldwide, Versace Yellow Diamond Intense will mirror the positioning and rollout plan of the original juice, kicking off in Italy this July before reaching the rest of Europe and the U.S. in September and the Far East by 2015.
Sgariboldi did not disclose estimates, but industry sources said the new edp could rake in 50 million euros, or about $68 million at current exchange, in retail sales in its first year on the shelf.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast