SCENT FROM HEAVEN: “Pretty much everything you see in this room, we can do,” said Alexander Vreeland, standing in the beauty department of French concept store Colette, where a five-scent perfume line named after his grandmother and former editor-in-chief of American Vogue Diana Vreeland went on sale on Wednesday. The executive, who started managing Vreeland’s estate five years ago, said he has his sights set on building a beauty line that would reflect her legendary taste and personality.
“My grandmother loved baths, red lipstick and red nail polish,” he noted, adding that the latter two were already in the works. A body cream is slated to hit stores in mid-October in time for the holiday season.
This story first appeared in the September 4, 2014 issue of WWD. Subscribe Today.
He acknowledged that it would take “many years to build the brand.”
“It’s not a fast [move], but what matters is that we establish authenticity, with the fragrance at the heart of it,” he said. “My grandmother lived in an olfactory world. In her living room, she sprayed fragrance, had scented candles burning, incence, too, there was potpourri, and she injected fragrances into her sofa.” She also famously wore rouge on her ears, Kabuki-style – another product to consider.