By and  on June 30, 2006

MILAN — Prada Group may be aiming for a $60 million fragrance business at retail in the U.S., but Patrizio Bertelli, the group's chief executive officer, has no intention of wearing Prada's first men's scent, Amber Pour Homme.

Not to worry though, says designer Miuccia Prada, Bertelli's wife.

"I'll wear it for the whole family," she quipped, noting her husband and two teenage sons aren't very interested in fragrance. The scent was unveiled here after Prada's spring-summer 2007 men's wear show on Tuesday evening.

Prada said she enjoyed formulating the new fragrance as much as she did putting the final touches on a garment.

"I felt like a nose, it was the best job, I had fun creating the fragrance," said Prada sitting backstage at the brand's showroom.

Regarded as one of the fashion world's most intellectual designers, Prada said she started her first men's fragrance project with a clear idea in mind, just as she had done for the first two Prada women's scents.

"I just tried to imagine what I would like if I were a man. You know people ask me if there is a muse, an inspiration, a thought driving my ideas, but I just know what I like," said Prada.

The designer said she had always been fascinated with fragrance and that part of the reason for creating a perfume portfolio for the brand stemmed from the fact that she could no longer find something she liked to wear.

"I was desperate when this boutique called Shelley Merts on Madison Avenue closed that sold the scent I wore my whole life," said Prada.

On the day of her men's wear show, Prada wore a personal adaptation of a Prada women's scent, and alternates between that and others from the Prada fragrance portfolio.

Amber is the key ingredient in Amber Pour Homme, which links it to Prada, the brand's first women's fragrance, which was launched in 2004.

Under the creative direction of the designer, Givaudan perfumer Daniela Andrier spent 18 months perfecting the scent, which she described as a simple fragrance created by a complex idea.

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