NEW YORK — This fall, Gucci’s out to define luxury once again with its newest woman’s scent — simply called Gucci Eau de Parfum.
The new scent is geared toward the classic Gucci customer — women aged 20 to 45 years old who appreciate luxury. Gucci executives maintain that the scentis very sophisticated and designed for a woman who knows and appreciates what the Gucci name stands for.
"I wanted to create a classic fragrance that is very, very Gucci, something that is incredibly feminine and chic," said designer Tom Ford. "I felt the time had come for Gucci to offer a classic woman’s fragrance — something luxurious and elegant and authentic to the house of Gucci."
The new Gucci scent will make its debut Sept. 15 in 150 U.S. doors, including Gucci boutiques, Neiman Marcus, Nordstrom, Saks Fifth Avenue and Bergdorf Goodman, according to Don Loftus, president and chief executive officer of Escada Beaute Ltd./Adipar Ltd.The scent will then roll out to additional specialty store doors. Loftus estimated that the scent will be in 400 U.S. doors by the end of the year. A global launch will occur simultaneously.
The amber juice, described as a floral oriental, was created by Givaudan and includes top notes of heliotrope, orange blossom, orris and vanilla absolute; middle notes of cistus, cumin and thyme, and base notes of deep musk.
To bottle Gucci, Ford designed a sculptural bottle made of thick, transparent glass. The chunky ice cube-like base is topped with a thick glass circle cap. "It’s architectural and sculptural," Ford said. "Geometric shapes are what Gucci’s visual language is built upon."
The outer packaging is classic Gucci — a dark chocolate brown box embossed with the Gucci name in silver.
With the scent’s luxurious positioning comes luxurious pricing — Gucci will be priced at $85 for a 2.5-oz. eau de parfum, $65 for a 1.7-oz. size and $45 for a 1-oz. version. Two ancillary items will launch with the scent — a 6.8-oz. Moisturizing Body Lotion will retail for $45 and a 6.8-oz. Bath & Shower Gel will sell for $35.A value set, containing a 1.7-oz bottle of eau de parfum and a 6.8-oz. bottle of lotion, will be available for holiday.
Industry sources estimate the fragrance could reach $15 million to $20 million at retail in the first 12 months in the U.S.
Executives, confident about Gucci’s mix of newness and classic positioning, are gearing the scent to be in the top 20 in department stores and within the top five amongst specialty stores. "We intend to go very slowly into only the best stores," said Loftus. "We are going to develop Gucci in the market as a classic."
The company declined to comment on an advertising budget for Gucci, but industry sources estimate the company will reportedly spend in excess of $10 million.
The advertising campaign for Gucci, shot by Mario Testino, will consist of one-page ads featuring model Natalia Vodianova. "We coordinated with Gucci America since [Vodianova] is in the Gucci fashion ads as well," said Loftus. "We wanted to have synergy within the Gucci brand."
The ads will break in September and October books including Vanity Fair, W, In Style, Allure, Interview, Vogue and New York magazine. "I wanted the ad to feature a face that people could not just identify with, but that they would be attracted to as well," noted Ford, adding that the picture is cropped tightly "because it’s not about what she’s wearing or where she happens to be. It’s about her beauty."
In addition, the company will participate in co-op advertising with Neiman Marcus and Bergdorf Goodman.
In-store, about 1 million samples — consisting of spray vials, vial-on-cards and deluxe miniatures — will be distributed this year. Scented direct-mail pieces will also be utilized.
As for whether or not a men’s version of Gucci will follow, "we are thinking about it," allowed Ford.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
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Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)