Carine Roitfeld is popping up in New York City.
In February, the CR Fashion Book founder unveiled her newest venture, Carine Roitfeld Parfums, a collection of seven genderless fragrances inspired by fictional lovers from around the world. On May 5, Roitfeld will bring the scents to New York via a pop-up designed by Etienne Russo, the fashion show producer.
“It’s very difficult to talk about perfume. People don’t get it,” Roitfeld said. “When you have a story to tell, it’s exciting to buy a perfume. When I was doing fashion stories, there was always a story behind the fashion. I’m not a film director, I’m a storyteller.”
Roitfeld’s pop-up opens at 158 Mercer Street for one week. Activations include a panel discussion on fragrance, hosted by Roitfeld, and a Mother’s Day brunch, hosted by Roitfeld’s daughter, Julia. On opening day, 200 limited-edition T-shirts, made in collaboration with Yeezy, will be handed out between 2 and 4 p.m. Roitfeld will be on hand to sign them.
The pop-up aims to drum up excitement surrounding the launch of Roitfeld’s fragrances, which will be available exclusively on Net-a-porter starting May 6. “Not a lot of people have smelled” the fragrance, said Roitfeld, who hopes to uphold the greater reputation of French perfume.
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“In France, perfume is something very serious, you know. It’s not just something you can change all the time,” she said. “Usually we offer a perfume to someone and it means something important, it’s not just a trend. It’s a very big thing, so I hope I keep the reputation of the French perfume and that my perfume are very good quality.”
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