MILAN — In a new multi-sensorial venture, Armani Jeans is rolling out its new “Aromas” project.
The brand will offer three new styles of jeans for men and men inspired by a metal: iron. A vial of perfume will be contained in a pocket on each pair of jeans.
Iron was chosen because of its “ability to change its appearance by acquiring a new sheen through chrome-plating, and by ageing with the passing of time to become rougher and more worn-looking,” said the company in a statement. The models are named “Iron Base,” “Chrome,” and “Rusty Attitude,” depending on whether the material is presented in its original form, chromed, or with a rusty patina.
A different fragrance is associated with each theme. “The intention is to link styles of jeans to their own specific scents,” said the company. “Iron Base” jeans are available with the Armani Code fragrance; “Chrome” jeans are paired with one of the company’s best sellers, Acqua di Giò, and “Rusty Attitude” jeans are linked to the Attitude scent. A shoulder bag, also with a pocket that holds the perfume miniature, will be included in the purchase.
“Aromas” will be available at Armani Jeans stores and select Emporio Armani stores until the end of December.
Peter Kim's Los Angeles-based premium denim line has always had its finger on the pulse of youth. This season, novelty is back in a way reminiscent of early Aughts, with studs, lace-ups, racing waxed denim and more. For more highlights if some of the key brands at the Vegas trade shows, go to WWD.com. #wwdfashion (📷: Patrick Gray; Styles by @thealexbadia; Story by @karihamanaka and @marcy_wwd)
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)