Givenchy paid tribute to courteous, charming and worldly kinds of gentlemen in the launch of the neoclassic woody, masculine fragrance Gentleman Only last year with an ad campaign centered upon actor Simon Baker getting drenched as he shields a woman from the rain with his umbrella. Now rolling out in Europe and hitting U.S. counters in mid-September, Givenchy is bringing gentlemanly sensuality to the fore with stronger woody scent, Gentleman Only Intense, and new ads that portray Baker covering a woman with his jacket as the sun sets or rises.
“Gentleman Only has been a tremendous success and the idea was really to capitalize on this success. We feel we hold in our hands a terrific concept and a very promising franchise,” said Thierry Maman, global president of Parfums Givenchy, part of LVMH Moët Hennessy Louis Vuitton. He elaborated that Gentleman Only has become Givenchy’s best-selling men’s fragrance and that “the objective is to have the Gentleman Only franchise in the top 10 of men’s fragrances worldwide at the end of 2014.”
Industry sources estimate that the Gentleman Only franchise will generate 120 million to 160 million euros, or roughly $165 million to $220 million at current exchange rates, at retail globally during the first year that both fragrances will be in stores. Gentleman Only Intense is expected to enter 1,800 specialty and department-store doors in the U.S. It will be offered in two sizes: 50 ml. for $66 and a 100-ml. version for $88. Nicholas Munafo, U.S. president for LVMH fragrance brands, said, “The Intense is like the second chapter, which complements the original. It’s a more seductive, deeper fragrance, which is perfect for evening. We believe many men will desire both fragrances,” he said.
Gentleman Only Intense’s nighttime predisposition stands in contrast to Gentleman Only’s daytime proclivity. Françoise Donche, Givenchy’s fragrance expert, described Gentleman Only Intense as an “almost affectionate, seductive fragrance” and proclaimed its “virility is enhanced through spicy, fresh, peppery” notes. The fragrance includes top notes of green mandarin, black pepper and birch leaf; middle notes of patchouli, Texas cedar and leather, a key differentiator from Gentleman Only, and base notes of tonka bean, amber and incense.
Gentleman Only Intense’s bottle has a black lacquered cap, and it is housed in a dark gray box, while Gentleman Only has shades of blue and lighter gray in its packaging. “The bottle is not a crazy bottle with gold. It’s elegant, it’s chic, it’s aristocratic,” said Maman.
“The Mentalist” star Baker’s affiliation with Gentleman Only has been crucial to its success, and he is cast again in the role of gentleman, albeit of a different sort, to promote Gentleman Only Intense.
“When Givenchy first approached me, I was a little bit shocked and surprised, so I went into it thinking this whole fashion world is something that I’m not all that familiar with. I have some friends who are in the fashion world, but I have not really delved into it in a lot of ways,” he said. “I just really like the people that are involved and I like their approach toward things and, then, the history of the company is something that’s been interesting to me. They have that avant-garde sense of style, but they can pull that off because they have these aristocratic roots.”
Print ads featuring Baker for Gentleman Only Intense will be placed in the October, November and December issues of U.S. magazines. The ads don’t provide hints as to the state of the relationship between Baker and the woman to whom he offers a jacket.
Baker is too gentlemanly to dish dirt on the situation depicted. “I think it’s the wee hours of the morning, that’s my idea,” he said. “Hopefully, you can project whatever you want to project into it.”
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