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Karen Walker’s ABC Scent Trio

The New Zealand designer has created a trio of scents, called A, B and C.

Designer Karen Walker let loose a gaggle of neon, inflatable bunnies, teddy bears and giraffes in London’s Harvey Nichols earlier this week, when she debuted what she dubbed a “Pop Shop” on the store’s fourth floor, to launch her new fragrance collection.

The three fragrances are called A, B and C, and are under the Karen Walker Eau de Parfum name.

The quirky blow-up animals, meanwhile, nodded to the blow-up letters that a model carries in the fragrance’s upbeat campaign images. “It’s…a metaphor for the fragrance being with you,” said Walker, who said that with the shots, she wanted to turn traditional fragrance imagery on its head. “A lot of fragrances out there have a sexy girl, or a celebrity, and we’re neither. So the image had to capture the mood of it,” said Walker, who is based in New Zealand and shows her collections in New York. The final images spotlight a gamine model leaping with the inflatable letters, a nod to what Walker called the fragrances’ “energy, enthusiasm and optimism.”

As to the scents, Walker said she’d opted to design a trio for her first olfactory outing because “one didn’t really seem like enough.” “I felt like I needed to tell a story and three is the magic number — three felt just right,” she said.

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The three fragrances each channel different moods — A is “sparkly and green,” Walker said, and the fragrance blends notes including crushed mint, green tea and ylang ylang; B is a floral gourmand with bergamot, iris, peach and vanilla among the notes, while C is what Walker described as an “opulent” floral, with gardenia, magnolia, tuberose, sandalwood and cashmere wood. “I think that they all share a DNA, they all have a shared personality, but [are for] different moments in your day,” said Walker.

Walker’s fragrances are produced in partnership with the New Zealand firm The Six Senses, while she worked with the Grasse fragrance house Charabot on the different juices. And she tapped the French firm Pochet du Courval to create the fragrances’ square glass bottles, which evoke toy building blocks.

The fragrance is exclusive to Harvey Nichols in the U.K., at its London, Leeds and Manchester stores, and retails for 65 pounds, or $102 for the 50-ml. eau de parfum and 85 pounds, or $133 for the 100-ml. eau de parfum. The scent has already launched in Australia, where it’s exclusive to Myer department stores, and New Zealand, with Walker saying she’ll consider further territories next year.

As to future fragrances, Walker said the fourth is already “in the can,” and that she’s already planning a further scent. And for the designer, the process of crafting a fragrance isn’t such a departure from creating ready-to-wear. “It’s the same as designing a dress or eyewear, you’ve just got to have an idea first…then you just refine, refine, refine,” noted Walker.