LONDON — Fifty years after its last foray into fragrance, Brioni today will begin rolling out a signature limited edition men’s scent.
The Italian luxury clothing label will produce just 7,000 bottles of the fragrance, which kicks off anniversary celebrations for the brand that will turn 65 in 2010.
“We want to keep the brand very exclusive, and the best way to do that was to launch a [limited edition] fragrance,” said Andrea Perrone, Brioni’s chief executive officer, adding the firm preferred to work on the project in-house rather than sign a fragrance license.
Luxurious touches were incorporated into every element of the product’s design, Perrone said. A whisky tumbler, for instance, inspired the look of the fragrance’s heavy glass bottle. The flacons are produced by glassblowers in Empoli, Italy, and are topped with wenge wood caps and labels, which have an ebony finish. Each bottle is housed in a handmade Italian leather case, which references a canvas case used for Brioni’s limited edition Good Luck fragrance that bowed in 1958.
“It’s timeless — it’s something you’ll keep forever,” said Perrone of the case, which he suggested could be reused to store cuff links or electronic equipment such as iPods. The scent and its leather case, plus a booklet illustrating Brioni’s history from the launch of Good Luck to the introduction of the most recent fragrance, come in mother-of-pearl-hued cartons.
“The idea is to have something that’s not really ‘fashion,’ but rather, contemporary,” said Perrone.
The fragrance’s juice, which was concocted by Firmenich, also is meant to up the luxury ante by using a high percentage of natural ingredients. The eau de parfum comprises notes of Calabrian bergamot, Sicilian lemon, verbena, lavender, galbanum, nutmeg, tonka bean, vetiver, patchouli and oak moss.
The fragrance will be available in 100-ml. spray and 300-ml. splash versions priced at 250 pounds, or $399 at current exchange, and 520 pounds, or $830, respectively. It will be carried in Brioni’s network of own-brand stores as well as through a selection of luxury retailers with Brioni shop-in-shops.
Harrods began selling the fragrance on Wednesday. Perrone and singer Bryan Ferry hosted a presentation in Brioni’s Mayfair store here that same day.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)