MILAN — La dolce vita (or the sweet life, in English) is not only the title of a film, but also a hedonistic concept considered the equivalent of Nirvana in Italy.
It is this way of life that inspired Ermenegildo Zegna to create its fourth scent, Zegna Colonia, due to be launched in the July to August time frame worldwide, including at 2,500 specialty and department store doors in the U.S., as well as Zegna’s 13 boutiques there.
According to industry sources, Zegna Colonia could be Zegna’s biggest scent and might register upward of $40 million in first-year sales, with $20 million to $25 million of that coming from the U.S.
At a recent cocktail party to fete the fragrance at Zegna’s headquarters here, Anna Zegna, image director for the brand, said Zegna Colonia’s premise, la dolce vita, is especially resonant today. “La dolce vita is a state of mind,” she said, adding “It’s a harmonious way of living, an authentic atmosphere of culture, and also sensuality, it’s a joie de vivre, which is typically Italian.”
Zegna also noted the scent recalled memories of her grandfather, Ermenegildo Zegna, who founded the Italian fashion company in 1910.
“My grandfather was a serious, polite man and he used to carry enormous handmade handkerchiefs of linen. Every time he took it out of his pocket a perfume would fill the air,” Zegna said. “And this scent evokes that feeling. It represents pure dolce vita to me.”
Fragrance licensee YSL Beauté, which is owned by L’Oréal, has positioned Zegna Colonia as the backbone of the Zegna fragrance brand.
Richard Pinabel, general manager worldwide for Zegna fragrances at YSL Beauté, described the scent as “a pillar fragrance for the years ahead.” He said the scent summed up the ethos of the firm: “It’s very emblematic of the Zegna style, and it embodies the Zegna man.”
For Zegna Colonia’s launch, the firm will focus its attention on the U.S. market.
“For the U.S. market, it’s the perfect fragrance, superfresh and sophisticated,” Pinabel said, “and the advertising really looks like Italian dolce vita — and who doesn’t want to be part of that?”
During an interview Monday in New York, Pinabel said, “The U.S. is a very important market for us. We feel we can build a strong business in the U.S.”
Leslie Marino, general manager of the designer fragrances unit of L’Oréal USA’s luxury products division, noted this is the first initiative between L’Oréal USA and the Zegna brand since L’Oréal acquired YSL Beauté in the first half of 2008.
During a press event at Zegna’s boutique in New York Tuesday night to unveil the scent, Carol Hamilton, president of the luxury products division, noted this was particularly important first for the company because “We admire the brand — it’s a great, classic and quality brand. We love that it’s still run by the family and to collaborate with them is inspiring.”
Said Zegna, “Together, we will have a long-term vision.”
“It’s a big men’s launch for us during the second half,” Marino asserted. “We have very big plans for the launch.” She cited a national advertising campaign, comprised of 25 million scented pieces that will break in September issues of men’s fashion, lifestyle and travel magazines.
As part of a complementary promotional campaign, vials on card will be distributed in stores, according to Rebecca Masson, vice president of marketing for the European designer fragrances unit of L’Oréal USA’s luxury products division, and direct mail will also be part of the campaign.
Industry sources estimate the advertising and promotional effort could be worth upward of $12 million.
The scent was blended by Givaudan, whose perfumers Antoine Lie and Daniela Andrier were inspired by an old image of Italian actor Vittorio Gassman smiling. The scent includes bergamot from Sicily, neroli from Tunisia, iris from Florence, and cardamom from Guatemala.
The scent, an eau de toilette, will be available in two sizes, a 2.6-oz. version for $50 and a 4.2-oz. bottle for $70. In a nod to the brand’s heritage, linen fiber is a key ingredient in Zegna Colonia’s ancillary line of aftershave lotion, $44; hair and body wash, $24, and deodorant, $20.
“My favorite part of this project is the way the [perfumers] used extract of linen in the scent’s accompanying products, it reflects who we are as a brand, the Zegna spirit,” Zegna remarked.
Topped with a brushed metal cap, Zegna Colonia’s elliptically shaped, clear glass flacon, which was designed by Fabien Baron, bares fine white stripes recalling sartorial pinstripe fabrics — a signature of the classic men’s suiting brand.
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
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye