In line with the newly stripped down – and critically acclaimed – aesthetic of the Fall 2007 collection, Versace is launching a fragrance of the same name. Instead of the heavy exotic scents for which they're known, "Versace" is a fresher floral fragrance.
"I knew I wanted to create a unique and opulent floral fragrance that was at the same time fresh and enticing, in keeping with the way women want to wear fragrance today. I knew I wanted something classic but modern at the same time. I knew I wanted something that represented both the tradition of the brand and the 'New Versace' of today," Donatella Versace recently told WWD.
"I wanted to create a fragrance that embraces you — that is fresh, floral and enticing — and that would become a distinctive mark for the Versace woman who is always sensual and sophisticated, particularly when selecting her perfume. My starting point was to create a classic perfume, an important and timeless scent, to be worn at any time of the day, providing that extra dash of glamour that puts the finishing touch to every outfit."
The fragrance, produced in partnership with International Flavors & Fragrances, contains multiple fruity and floral notes:
- TOP NOTES: guava, black currant, purple wisteria & white lilacs
- HEART: Angel Wing jasmine, lotus flowers & azaleas
- DRYDOWN: cedar, Kasmir wood, musk & vetiver
The scent will launch at the end of March in London at Harrods, followed by Italy, and finally stateside in April exclusively at more than 50 Saks Fifth Avenues – which enjoy a robust Versace business. Next year, Nordstrom & Sephora will both carry the fragrance. The print campaign, Michelangelo DiBattista shot, will break in the fall in fashion, beauty and lifestyle books, accompanied by an international TV campaign. Insiders guesstimate that first year sales of the new fragrance at $5 million.
