Beauty Buzz. D&G Set To Launch Fragrance ‘Anthology’

May 4, 2009 • Beauty

Dandg In their first D&G brand effort, Stefano Gabbana and Domenico Dolce will launch their first line of prestige fragrances. Made up of five scents, The D&G Fragrance Anthology is set to launch globally in September.

The five fragrances are inspired by different tarot cards, each with a distinct identity and represented by a different model, some of them iconic and all of them naked in the advertising.

According to industry sources, the project is brimming with ambition at a time when the industry is reeling under the worst beauty market in decades. Sources estimate The D&G Fragrance Anthology could generate as much as $400 million in retail sales in its first year of launch.

Gabbana also revealed he and Dolce were close to finalizing another two scents to continue the anthology’s story ready for launch next year.

“D&G must be something that is completely diverse than Dolce & Gabbana, and in this moment a project with five fragrances seemed like the newest thing to do, rather than come out with one women’s and one men’s scent,” Gabbana said.

 D&GThe fragrances are completely different from one another, but the whole approach to the D&G project is completely diverse: the communication, the imagery and the presentation,” said Gabbana.

Gabbana and Dolce aimed to capture different sides to their personalities in the five fragrances, and gave them names referencing tarot cards and their corresponding numbers.

The scents: Le Bateleur 1, L’Imperatrice 3, L’Amoureaux 6, La Roue de la Fortune 10 and La Lune 18 were created without target, age or gender barriers. Each scent also gets its own face. Supermodels Claudia Schiffer, Eva Herzigova and Naomi Campbell, and three established male models: Fernando Fernandes, Noah Mills and Tyson Ballou — all naked — star in the scent collection’s advertising campaign shot by Mario Testino. Campbell appears in the L’Imperatrice’s visuals, the empress. Schiffer fronts the imagery for La Lune, which is the moon, and Herzigova pairs up with Fernandes in the photo for La Roue de la Fortune, the wheel of fortune.

“We choose Claudia, Naomi and Eva for the iconic value they have in the minds of everybody,” said Dolce.

“They are icons,” added Gabbana, “not just for young women but older women too. Sometimes they are better known than actresses. People need to create icons, to see people they recognize.”

The D&G Fragrance Anthology’s launch on shelves will coincide with an image overhaul for D&G boutiques to be unveiled, starting in October. The designers have worked on fine-tuning the D&G fashion brand’s message since bringing it back in-house three years ago.

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