During his first visit to New York in nearly a decade, Olivier Creed — master perfumer and worldwide chairman and chief executive officer of Paris-based The House of Creed — sat down with WWD to talk about his storied company.
“This is a family business,” said the sixth-generation perfumer. “There are many old companies, but we are the only [one] to be passed from father to son in an unbroken line since 1760.”
During the meeting, Creed spoke about his creative process, hands-on management style and the evolution of the brand. “I feel like a painter and I can paint anywhere, from a farmhouse, to an apartment in Istanbul, to the countryside,” said Creed, drawing an analogy between perfumery and his lifelong passion for oil painting.
Not only has Creed, 65, personally created more than 27 fragrances to date for the company, he also oversees the manufacturing, product creation and marketing ends of his business. He and his son Erwin, 31, the company’s vice president, travel the world meeting with farmers in search of quality ingredients, said Creed. A few of his favorite locations for botanicals include the Italian region of Calabria for bergamot, Naples for oranges and Sicily for lemons.
Creed discussed some upcoming projects, including one of the brand’s holiday offerings, Acqua Fiorentina: The Encore, a reinvention of the original Acqua Fiorentina, discontinued in 2009. “It is based on the concept of woods and florals,” said Creed about the Encore sequel, which now includes notes of diamond jubilee apple to celebrate 2012. The scent, described as a “fruit-rich” juice, also stars sweet greengage plum, prunes, Florentine pear, white carnations, Renaissance roses and white grapefruit.
Representing the brand’s first time doing color-infused embellishments, the bottle, $260 for 2.5 oz. and $155 for 1 oz., features bright pink aluminum flowers along its sides, to “accentuate the true essence of the fragrance.” Holiday will also bring a new scent called Fleurs de Gardenia, $260 for 2.5 oz., based around the gardenia flower, which grows only in pairs. The scent blends double blush roses, lavender peonies with lily of the valley, ripe blackcurrant and pink patchouli, to reference “love first blooming.”
Fleurs de Gardenia will be available this year only at the select Neiman Marcus stores visited personally by Erwin Creed during his American tour, which kicks off on Nov. 6 at Bergdorf Goodman. Another “special offering,” available in 2012 only during Erwin Creed’s time in the States is a “very rare” limited-edition version of Creed’s Royal Exclusives fragrances, sold through special order in 2013. Available in five iterations, Spice and Wood, Jardin D’Amalfi, White Flowers, Pure White Cologne or Sublime Vanille, each will be housed in 8.4-oz., hand-blown glass decanters hand-painted with gold or gold-and-silver crests, with a client’s initials and a date. Each bottle retails for $1,950.
Looking to the future, Creed said he is at the moment working on a “whole new range” housed in a different bottle that would appeal to a younger consumer with a slightly lower price point, to be launched in 2013.
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
“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