Jeremy Scott’s quirky sneakers with molded plastic wings have inspired his first scent for Adidas, marking the sportswear brand’s push into high-end perfumery.
This story first appeared in the January 9, 2015 issue of WWD. Subscribe Today.
Called Jeremy Scott for Adidas Originals, the unisex fragrance was created with licensee Coty Inc. A limited edition of 10,000 bottles is due out worldwide starting in February in Adidas Originals stores and other select doors.
“I got the go-ahead and started working on the fragrance and trying to create something unique that I felt was from me, which is such a difficult thing, because my talents lie in the visual and not in the olfactory,” Scott told WWD. “It’s been a real process and journey.”
The scent, developed with Symrise perfumers Maurice Roucel and Philippe Roques, includes notes of Calabrian bergamot, incense, white pepper and cashmere wood.
The fragrance bottle is shaped like Scott’s sneaker design with detachable wings. Outer packaging takes the form of a shoebox.
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“We wanted to open a new leg of our business within this Originals Trefoil [brand], which is really rooted in lifestyle, fashion and sport-streetwear,” said Pascale Fontaine, Adidas marketing vice president at Coty.
Until now, Adidas beauty has been more in the mass market, primarily with body-care products sporting the Performance (three-stripe) logo.
The visual campaign for Scott’s scent was shot by Inez van Lamsweerde and Vinoodh Matadin and will appear primarily in-store and online.
In the U.S., the 75-ml. eau de toilette is to retail for $105. Industry sources estimate the fragrance will generate $1 million in wholesale revenue globally in its first year.
Scott discussed the project with WWD recently at the Peninsula Paris hotel.
WWD: Have you long been a fragrance lover?
Jeremy Scott: I think the first fragrance I probably wore was Obsession, when I was like 14. I’ve worn different things at different periods; I wouldn’t say I’m the most [expert] olfactory connoisseur type in the world. But like everyone, I enjoy a good scent.
I’ve always loved the iconography of perfumes throughout the decades and the imageries created with them, from the ad campaigns or the bottles — memories that we have from White Diamonds and [Elizabeth Taylor saying]: “These have always brought me luck” — all these things that become part of pop culture.
WWD: How did you tackle the creative process?
J.S.: I gave some [visual] examples of things like a white towel freshly laundered on a summer’s day. I’m honestly not very astute with flowers and all the kinds of scents.
WWD: Did you know from the outset that you wanted to make a unisex scent?
J.S.: This all came very organically…It was just like wow, men and women seem to be responding to this scent when I’m wearing it. And I feel fine about it. A lot of my design is very non-gender specific. So it, in a way, ended up reflecting what I do in fashion.
WWD: This is your first fragrance collaboration with Adidas. Why is it important for the brand?
J.S.: It is a lifestyle — it’s a way of life for a lot of my fans. So to me, [the scent] was also honoring them and their belief in everything that we’ve done. I have fans that have the wing shoes tattooed on their body.
WWD: What do you aim for in design?
J.S.: I would like to hopefully add a smile to people’s faces, give them a reprise from the things that are going on in the world that [they] would not like to have to think about for 10 minutes when watching a fashion show.