Interparfums has launched four fragrances from leading brands MCM, Abercrombie & Fitch, Anna Sui and Oscar de la Renta.
German fashion brand MCM’s first signature fragrance, Travel Beyond, is modelled after the brand’s well-known backpack.
“Over a year in the making, the result of our collaboration with our MCM partners elevates fragrance, packaging and marketing to a rarefied summit within our industry” – Interparfums CEO and Chairman Jean Madar
The fragrance has a floral, woody aroma with top notes of raspberry and apricot, blending with white peony, jasmine absolute and violet leaf. Base notes include white moss, vanilla, ambrox super and sandalwood.
The eau de parfum (edp) comes in three sizes – 75ml (RRP US$95); 50ml (US$80) and 30ml (US$65) – and is available now in MCM stores before a global roll-out next month.
Its launch is backed by a global campaign, which was shot in Brooklyn, New York, and combines virtual and gaming world elements.
MCM Global Creative Officer Dirk Schoenberger underlined the brand’s strong travel heritage. “We wanted to conceptualise our DNA of mobility through a fragrance that captures the essence of discovery, from sentiment to scent.
“Our consumer is not defined by rules, gender, boundaries or location – travel is their creative expression,” he said.
Interparfums USA Chief Marketing Officer Baerbel Bureick said: “A one-of-a-kind design that has no precedent, the MCM edp pays homage to the classic backpack.” The bottle’s top handle, studs, flat front pocket and Cognac Visetos logo pattern represent a “synergy between fashion and fragrance”, she added.
Interparfums CEO and Chairman Jean Madar commented: “Over a year in the making, the result of our collaboration with our MCM partners elevates fragrance, packaging and marketing to a rarefied summit within our industry.
“Together we accomplished what we set out to accomplish; namely to fuse luxury with an expressive spirit of originality and optimism, and we can all use an infusion of optimism at this time.”
Abercrombie & Fitch has extended its Fierce fragrances collection with a new Naturally Fierce Perfume for women.
The floral, fruity and wood fragrance has base notes of sandalwood, vetiver and moss, blending with orange blossom water, plumeria and coconut. Top notes include cactus water, agave and solar blooms.
According to the brand, the fragrance’s mirrored plaque bottle is designed to show the wearer’s true beauty while its backing campaign focuses on women’s “naturally fierce selves”.
Sky, the new fragrance from Anna Sui, takes inspiration from the “bohemian spirit of empowered women”.
The bottle design was inspired by vintage hot air balloons and presents the pink juice in a gold metal gilded cage and basket with an integrated atomiser.
The fragrance opens with notes of pear, bergamot and pink peppercorn. Further notes of lily of the valley, rose and lotus lead to a finish of vanilla and popcorn.
The Sky campaign, which features Australian model Lily Nova, a favourite at Anna Sui’s New York Fashion Week runway shows, was shot by Steven Meisel.
Anna Sui Fly edt is available in three sizes: 75 ml (RRP US$28), 50ml (US$65) and 30ml (US$46).
Alibi by Oscar de la Renta is the first fragrance designed for the house by its co-creative directors, Fernando Garcia and Laura Kim. Its bottle design was inspired by the brand’s Alibi handbag.
The fragrance offers mandarin and ginger blossom citrus notes, followed by vanilla orchid and heliotrope on a musk, praline and amberwood base.
