Three years after Palazzo and one after the announcement of discontinuing their whole line, Fendi is issuing a new feminine fragrance as a turnaround move in the market of fragrance, Fan di Fendi. Hopefully, the brand believes it will do better commercially than the previous efforts. (On that note, it's ironic that everyone's discontinued fragrance is Fendi's very own Theorema and yet it remains discontinued). But the new fragrance presents several interesting subplots which is why I chose to highlight its launch.
The juice in Fan di Fendi has been developed by Delphine Lebeau-Krowiakj, working with Parfums Luxe International, while the new flacon bearing the familiar entwined F of Fendi was designed by Fabien Baron. Probably the F in Fan corresponds in the logo which had fashionistas everywhere amok with the handbags, earning them their own moment of history in Sex & the City. Talk about emblazoning one's brand name into consciousness. But I digress.
The most interesting part is that the artistic direction of the new feminine Fendi fragrance was monitored by Francois Demachy, head of fragrance development at LVMH and especially Dior (see the Escale cruise collection). The new group structure is going to be called LVMH Fragrance Brands and this is going to occupy the luxury media for a while, I bet! It points to very specific directions within the LVMH Group and a desire for an umbrella supervision which would be a bit troublesome for some brands within the group with more of a characteristic fingerprint (Guerlain, Dior...)
Fan di Fendi is aimed at women who are "free, sensual, joyful and electrifying" (Sounds like they would give you a nasty jolt, but fear not) . The TV commercials are going to be appearing next September, with a "hot and rock n'roll" image that is scheduled to shock.Starring Anja Rubik, Abbey Lee Kershaw and Karmen Pedaru will be art directed by Fabien Baron and photographed by Darius Khondji, while the Kills will play in the background. It remains to be seen...
Notes for Fan di Fendi:
Pear, blackcurrant, Calabrian mandarin, pink pepper from Reunion, rose from Damascus, yellow jasmine, soft leather accents and Indonesian patchouli.
(Via Parfumerie Hyves Nl, thanks to Jakub)
Available in 30ml for 52 euros and 75ml for 90 euros, from September 2010 at major department stores.
Showing posts with label fan di fendi. Show all posts
Showing posts with label fan di fendi. Show all posts
Wednesday, June 16, 2010
Subscribe to:
Posts (Atom)
This Month's Popular Posts on Perfume Shrine
-
No note in perfumery is more surprisingly carnal, creamier or contradicting than that of tuberose. The multi-petalled flower is a mix of flo...
-
The flavor of verbena, lemony tart and yet with a slightly bitter, herbaceous edge to it, is incomparable when used in haute cuisine. It len...
-
When testing fragrances, the average consumer is stumped when faced with the ubiquitous list of "fragrance notes" given out by the...
-
Christian Dior has a stable of fragrances all tagged Poison , encased in similarly designed packaging and bottles (but in different colors),...
-
The upcoming Lancome fragrance, La Vie Est Belle ( i.e. Life is Beautiful ), is exactly the kind of perfume we dedicated perfumephiles love...
-
Some perfumes the minute you put them on feel like you've slipped into a pair of black satin slingbacks or a silk peignoir in ivory. Osc...