PARIS — Sonia Rykiel aims to be sassy — from its retail strategy to the positioning of its new fragrance, due out this fall.

Called Rykiel Woman, the scent is meant to incarnate the saucy attitude that Nathalie Rykiel, Sonia Rykiel’s creative director and daughter of the house’s founder, has been infusing into the brand. Her latest stunt was to open last year in Paris the provocative Rykiel Woman concept store, which retails sex toys alongside cashmere sweaters and velour jogging suits.

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