MILAN — Acqua Di Parma is ready to enter a new market.
The luxury niche Italian cologne company will launch its first women’s fragrance in its home base of Italy and the rest of Europe in September. The fragrance won’t hit American stores until spring 2005.
Iris Nobile will break new ground for the company, which already has two unisex colognes in its fragrance portfolio, said Paola Paganini, product manager of Acqua Di Parma.
“We have always been a company that produces unisex colognes, which have a strong following by men and women,” said Paganini. “But there are a lot of women who buy other products of ours — our candles and our home products — so we decided to create a perfume for them.”
Despite being a new direction for the Acqua Di Parma fragrance cache, Iris Nobile remains faithful to the company’s identity through its traditional yellow packaging, she said. However, small differences were added to differentiate the fragrance from the company’s colognes — the bottle has a lower and denser shape and features violet lettering on the label.
“We wanted to make this fragrance institutional, but to make it fit within the parameters of Acqua Di Parma,” said Paganini. “It is very feminine but still retains Acqua Di Parma qualities. It has the codes of who we are — from the traditional outside yellow packaging. You can see immediately from the style of the product that it is Acqua Di Parma. The form is very compact but with a feminine line.”
Acqua Di Parma chose iris as its principal note for the fragrance because of its elegant and historical properties, Paganini said. The iris was a symbol of Florentine aristocracy and remains the official representation of the city of Florence.
Created by Quest International, Iris Nobile notes include iris petals, Sicilian mandarin and Calabrian bergamot, middle notes of iris petals and bottom notes of iris roots, Madagascar vanilla and amber crystals.
“We have dedicated Iris Nobile to a woman who is fascinating, chic, feminine, sensual and intellectual. This is not a fashion fragrance — but something that has its own style. Therefore the woman who uses it could be 25, or 50,” said Paganini.Though the fragrance will be distributed in a selected 1,250 doors in Europe, Acqua Di Parma is hoping brand awareness will drive sales. “We think with the brand awareness we have, customers will discover it,” said Paganini.
The company refused to name a figure for first-year sales, but industry sources pegged the number at $4 million at retail.
Iris Nobile will have a print advertising campaign in Europe — a photo of the fragrance bottle shot against a black background, said Paganini.
The fragrance will be available in two sizes of eau de toilette spray; the 50-ml. will retail for $74, or 61 euros, and the 100-ml. for $112, or 92 euros. All prices are for Europe.
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