MILAN — Italian fashion house Iceberg blows hot and cold with its new men’s eau de toilette, Burning Ice.
Brigitte Wormser, vice president of creation and development marketing for Perfume Holding, which holds the Iceberg fragrance license, said the scent targets self-confident, sensual young men aged 20 to 30.
“The fragrance is built on contradictions,” Wormser said. “It’s the juxtaposition of fire and ice,” for a man who possesses both a Latin lover’s charm, and a certain aloofness that appeals to women. “It’s a fragrance that really shows the strong personality of the brand,” she added.
An Italian rollout is underway, to be followed by Eastern Europe and Russia — an emerging market for the brand — and finally Asia and South America later this year. The fragrance is not yet confirmed for U.S. distribution.
The fragrance, created by Bernard Ellena of Symrise, has top notes that are sharp, with icy touches of bergamot and apple spiced with cardamom, while the heart is softer and warmer, with sage muscatel, patchouli, amber, musk and cashmere vanilla.
The Iceberg store on Milan’s Via Montenapoleone has created a special window display using Burning Ice bottles, each of which resembles a chiseled block of ice, with a faintly blue tint, red lettering on the front and a minimalist, opaque silver cap. Wormser said the bottle’s multiple facets are designed to catch light at unusual angles.
Industry experts speculate the fragrance could generate 2 million euros, or about $2.6 million, in first-year sales.
Omedia agency worked on the ad campaign, which Danish photographer Sune Czajkowski shot in Paris. Argentine model Matias Chico Hernandez perfectly incarnates the “impetuous, nonchalant” attitude the fragrance represents, said Wormser, and the campaign is slated for print, billboards and television.
The fragrance is available in two versions, 1.7 oz. (26 euros, or about $34) and 3.4 oz. (33 euros, or about $43). A 5-oz. deodorant spray (10 euros, or about $13) and 6.7-oz. shower gel (13.50 euros, or about $18) are also available.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty