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Christian Siriano Launches Fragrance and Pop-up Shop

Joined by Coco Rocha, the face of the brand, Siriano was also kicking off the opening of a pop-up shop in the Meatpacking District.

The silver set stepped out Wednesday night to fete the launch of Christian Siriano’s first fragrance, Silhouette. Joined by Coco Rocha, the face of the brand, Siriano was also kicking off the opening of a pop-up shop in the Meatpacking District — the exclusive brick-and-mortar retail location for the scent. Aptly named The Silhouette Shoppe, partygoers like Alexa Chung and Marisa Tomei were guided through the creation of the fragrance, from a living wall of plants with elements like cassis, wet greens and purple berries — used as top notes — to a video with Rebecca Dayan, which will be used in the marketing strategy. To top off the party, Stoli Vodka handcrafted and served to the crowd a cocktail fused with notes of the fragrance.

“I wanted this to be a real brand and be around forever,” said Siriano. “What goes into creating a dress, that went into this scent. It’s a little spicy, a little sweet — like every collection.” As proof, Siriano had models clad in gowns from previous collections posing in the middle of the bash.

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After the pop-up shop closes on Sept. 21, others will roll out across the country in cities like Los Angeles and Chicago. At the end of September, the fragrance will be available in stores internationally in more than 18 countries. As far as a permanent retail partner in the U.S., that is yet to be determined, according to Alex Shalbaf, chief executive officer of The Fragrance Group, Siriano’s licensee. Shalbaf said he hopes to have distribution solidified by February, and is in discussions with all major retailers now. “It’s a very unique way of launching a fragrance,” said Shalbaf. “One pilot of our launch, before it goes into a major retailer, is a charity-based [online] business and we are planning to give them over 10 percent of our sales.” Shalbaf declined to name the Web site, but said the partnership will be launched Oct. 1.

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For now, products are also available on Siriano’s Web site. The 100-ml. eau de parfum spray will retail for $92, and the 50-ml. is $68. There is also a body lotion for $40, a shower gel for $35, a rollerball for $22 and a limited-edition candle retailing for $45. Industry sources estimate first-year retail sales at $7 million.

“Christian is an amazing artist,” said Shalbaf. “Within the next three or four years, I believe this is going to be a very well-respected worldwide-known brand.”