The scent will simply be called Jimmy Choo. “We’ve transitioned into a lifestyle luxury brand, and it seemed like the next natural step for us,” Tamara Mellon, co-founder and chief creative officer of Jimmy Choo, told WWD at a London event to launch the fragrance. “Fragrance is such an important accessory for women — I think it will have a very broad reach. Our customer is every woman.”
The juice, three years in the making, was created by Olivier Polge of International Flavors & Fragrances, and it’s a fruity chypre with green top notes, as well as exotic tiger orchid, sweet toffee and Indonesian patchouli notes.
“Fragrance is something that’s very… personal,” said Mellon, to a room full of beauty editors at the New York launch event, where she revealed that her favorites as a teenager included Opium and Anaïs Anaïs. “I love the smell of green fresh notes, they’re in the top notes of our fragrance. I like things that are sensual, so that’s how we came in with the patchouli.”
“We wanted to create something that was an object of desire, that you would be proud to have on show,” said Mellon of the Murano-glass-inspired perfume bottle. She has a history of using the Italian material for chandeliers in some of the first Jimmy Choo stores.
Mellon was also intimately involved in the fragrance’s advertising, in both concept and subject, which was shot by Inez van Lamsweerde and Vinoodh Matadin. “We wanted something that reflected what was in the bottle, something empowering but also sensual and soft,” said Mellon. Ads will begin running in February issues of fashion, beauty and lifestyle magazines.
Apparently, there are plans for at least two more Jimmy Choo fragrances to launch over the next three years, noted Philippe Benacin, chairman and CEO of Inter Parfums. “This one is quite poetic and romantic, the next one could be more dynamic.”
So if this scent doesn’t strike your fancy, you can always hold out for the next.
Jimmy Choo fragrance ($95) will be available exclusively at Saks Fifth Avenue Jan. 15.