PARIS — Givenchy’s Play fragrance franchise is about to get sporty with Play Sport, a men’s scent that’s coming out beginning next month.
It will hit shelves four years after the introduction of Play eau de parfum and eau de toilette, and two years following Play for Her.
Thierry Maman, global president of Parfums Givenchy, described the new fragrance as being “more energetic, dynamic and fresh” than the original one.
Symrise’s Emilie Copperman and Lucas Sieuzac, who created Play, blended the Play Sport juice. On top are notes of bergamot, mint and ginger, while in the heart and base are notes of lemon tree leaves, amyris wood (the signature element for Play) and black pepper.
The composition evokes “the adrenaline of the sports environment,” continued Maman. “And you have a bit of sensuality with ginger in it.”
Play Sport comes in a frosted-glass bottle that is the same shape as Play’s. Also like its predecessor, Play Sport’s advertising stars Justin Timberlake photographed by Tom Munro. But this time it features Timberlake driving a Jaguar E-Type.
“We said, ‘How can we do something that expresses the sport concept, the outdoors, the concentration, the thrill of the challenge, the elegance of the couture brand and the codes of Givenchy?’ ” said Maman.
In some countries outside of the U.S., Play for Her ads will be running on TV, as well.
“So we have a kind of halo effect on the whole franchise,” explained Maman.
There will be a digital push for Play Sport, which will include a mini-site with a treasure hunt, for instance.
The scent will be launched in March in France, Italy, Spain and the Middle East. It will come out in April in the U.S. and Japan, followed by Latin America, the U.K., Canada and China in May. Although Givenchy executives would not discuss projections, industry sources estimate Play Sport will generate 30 million euros, or $40 million at current exchange, in first-year wholesale revenues.
The Play Sport line is to include 50- and 100-ml. edt sprays, which in France will be priced at 55 euros and 75.50 euros, or $73.25 and $100.55, respectively. There is to be a shower gel and a deodorant spray, too.
“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
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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