FRAGRANCE FRACAS: Saint Laurent’s creative director Hedi Slimane had nothing to do with the creation of Black Opium, the latest women’s fragrance from Yves Saint Laurent Beauté. Absolutely nothing. That was the clear message the fashion house sent out Tuesday night.
Saint Laurent took to Twitter and also sent out a release saying: “Hedi Slimane has been mentioned several times in the press in connection with the introduction in the market of Black Opium with Edie Campbell by Yves Saint Laurent Beauté (L’Oréal Group). It is appropriate to [specify] that no creative direction has been given by Hedi Slimane on the market launches and on the choices of artistic elements, or definition of image, related to the product lines or the advertising campaigns of Yves Saint Laurent Beauté, including the ones of Black Opium.”
He is, after all, the man who took Yves out of Saint Laurent.
Black Opium was inspired by the 1977 blockbuster Opium and is meant to reach a new, younger consumer, according to L’Oréal executives. The new iteration is billed to have the first floral coffee fragrance – a reference to addiction, a key theme in the original.
The glittering black packaging, designed in-house at L’Oréal, is intended to be like a talisman. Black Opium’s advertising campaign features Campbell running through the streets of Shanghai to get her “fix” of the scent. It was directed by Daniel Wolfe, while the print ads were shot by Txema Yeste.
Black Opium was introduced in French Sephora stores on Aug. 25 and the U.K.’s Selfridges on Sept. 1 prior, to a European and Middle Eastern rollout mid-September. The U.S., Asia and Latin America will launch in 2015.