Since there was already an article about violets, I decided to plunge my nose once again into this bunch of purple flowers to talk about a new fragrance launch, in your perfumery shelves since early February.
You've probably seen some advertisements featuring a luminous Charlotte Gainsbourg, giving off an aura of calm and delicacy. Well, this is the new Balenciaga fragrance’s campaign.
Coty got the license over a year ago, and has redefined the perfume brand territory. Then was born Balenciaga Paris. You will ask me “why ‘re’defined?”. Let’s remember. Balenciaga fragrances has existed since 1947... quite some time, now! But buy-out after buy-out, the Jacques Bogart Group finally kept the fragrance license in 2001, while the fashion segment was bought by the Gucci Group. Then, fashion and perfume universes were gradually detached. The territory of the beauty segment had been somewhat neglected, with old-fashioned olfactory identities, that no longer corresponded to what Nicolas Ghesquière was designing for Balenciaga fashion. Meanwhile, Nicolas Ghesquière brought to Balenciaga fashion a distinctly modern, even futuristic, signature, designing straight, sober and pure cuts in his collections, for men as for women (see photos of the Spring-Summer 2010 ready-to-wear collection).
You've probably seen some advertisements featuring a luminous Charlotte Gainsbourg, giving off an aura of calm and delicacy. Well, this is the new Balenciaga fragrance’s campaign.
Coty got the license over a year ago, and has redefined the perfume brand territory. Then was born Balenciaga Paris. You will ask me “why ‘re’defined?”. Let’s remember. Balenciaga fragrances has existed since 1947... quite some time, now! But buy-out after buy-out, the Jacques Bogart Group finally kept the fragrance license in 2001, while the fashion segment was bought by the Gucci Group. Then, fashion and perfume universes were gradually detached. The territory of the beauty segment had been somewhat neglected, with old-fashioned olfactory identities, that no longer corresponded to what Nicolas Ghesquière was designing for Balenciaga fashion. Meanwhile, Nicolas Ghesquière brought to Balenciaga fashion a distinctly modern, even futuristic, signature, designing straight, sober and pure cuts in his collections, for men as for women (see photos of the Spring-Summer 2010 ready-to-wear collection).
So let's keep away 'Dix', 'Michelle', 'Portos', 'Prélude', 'Rumba', 'Quadrille', 'Talisman' and 'Cristobal', the last range the Jacques Bogart Group has developed for the brand: its feminine version in 1998 and its masculine version in 2000.
Ten years later, Balenciaga launches a new perfume, putting aside too much sophistication and replacing it with more purity and simplicity. The fragrance, created by Olivier Polge (IFF), has a pure, natural and nude elegance, with a green and transparent violet accord, and some spicy and woody notes. The fragile beauty of Charlotte Gainsbourg was beautifully caught by Steven Meisel, in an Andalusian patio... a way to recall the origins of the Spanish brand. The famous American photographer had already worked with the fashion segment of the brand for 2 previous campaigns.
Ten years later, Balenciaga launches a new perfume, putting aside too much sophistication and replacing it with more purity and simplicity. The fragrance, created by Olivier Polge (IFF), has a pure, natural and nude elegance, with a green and transparent violet accord, and some spicy and woody notes. The fragile beauty of Charlotte Gainsbourg was beautifully caught by Steven Meisel, in an Andalusian patio... a way to recall the origins of the Spanish brand. The famous American photographer had already worked with the fashion segment of the brand for 2 previous campaigns.
Photo: Steven Meisel, Model: Jennifer Connelly, Fall-winter 2009 collection
Here is a coherent creation, and a fresh new start for the perfume segment of the brand.
No comments:
Post a Comment