US fashion designer Oscar de la Renta has launched a new fragrance, Something Blue, exclusively at Saks Fifth Avenue. It will later be rolled out to Bloomingdales and other selective outlets.
Designed to tie in with the brand's reputation for bridalwear, which it has been building since 2006, and created by nose Frank Völkl of Firmenich and perfume guru Ann Gottlieb, the fragrance is a white floral based on lime blossom, mandarin and the bridal flower stephanotis, on a base of musk and vanilla. It will cost $85 for 50ml, $115 for 100ml (both edp) and $65 for a perfumed candle.
The clear glass bottle features a ring around the neck that can be taken off and worn as jewellery, and a round pale blue top the colour of the Larimar gemstone, found only in the Dominican Republic – de la Renta's birthplace. The company is rumoured to be considering a limited edition with a real gold ring and a top in real Larimar, which is highly expensive.
Photos for the advertising campaign were taken by British fashion photographer Craig McDean and feature a model in a lace gown on a bed of blue tulle, and the words: "From this day forward".
The firm is said to be planning on using social media to market the fragrance, playing up the bridal theme with a tie-in with wedding website The Knot, which will be running a tie-in competition with the prize of a two-week holiday in the Dominican Republic.
