Donatella Versace strode onto the main floor of Saks Fifth Avenue in New York Tuesday afternoon to promote her new women's scent, and turned on the star power. She drew an estimated 300 people, signed bottles for an hour and sold enough fragrance to win Versace a number-one ranking at the store.
That added up to a day's sales in the range of $35,000, according to industry sources. There was no comment from executives at Euroitalia, Versace's new beauty licensee, or Saks. But there was plenty of comment about Donatella's performance.
"She has such star power with the consumer," said Deborah Walters, senior vice president and general merchandise manager for cosmetics and fragrances at Saks. Noting that Versace has "such a successful designer business at Saks," Walters added: "It's a great synergy; [the fragrance] is positioned as a modern classic and it represents the direction in which she is taking the new Versace — very modern and chic."
During a break from giving autographs, Versace said, "This fragrance is important to me. During the last few years, I have tried to take the old Versace and give it a more contemporary look and a new energy," adding that she intends to be much more involved in the house's fragrance direction.
The new fragrance, called Versace, exudes a lighter, brighter touch than previous efforts and it echoes the change in the fashion house's design philosophy. The same was true of last fall's entry, Bright Crystal, which was the first issue under the new partnership with Euroitalia.
Versace has been on the fragrance case. While attending the Costume Institute gala the night before at the Metropolitan Museum of Art, she even snuck in some impromptu sampling by spritzing Hilary Swank with the new fragrance. "She loved it," Versace reported, adding that she was impressed with the event. "It was very beautiful," she said. "There was a lot of people there and everyone was so dressed up. It's what I love about American women."
The new signature scent will be carried exclusively in the U.S. by Saks for the rest of the year, and there are plans to spread distribution to other specialty stores after the first of the year, followed by department stores and Sephora in mid-spring, according to the U.S. distributor, Connie Ruscio, vice president and general manager of Fragrances Elite International LLC.So far, so good, in the view of Giovanni Sgaribaldi, president of Euroitalia. "We are very happy about the relaunch of Versace at Saks," he said. "Everything was extraordinary and excellent."
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye