WWD reports that in an effort to "distill the look and feel of the Kate Spade brand, the joie de vivre our target consumer embodies," said Deborah Lloyd, creative director and co-president of Kate Spade New York. "It's the perfect cocktail, so to speak -- equally at ease at an afternoon lawn party or a night on the town. We own color, and the only thing our girl is afraid of is being bored. That comes across in this project."
Originally founded as a handbag line, Kate Spade is becoming a more comprehensive lifestyle brand featuring clothing, accessories, jewelry, shoes, eyewear, legwear, home and stationery, and again with fragrance (the brand partnered with Esteé Lauder on a signature fragrance in 2002).
"We have been working quite diligently to expand the brand's reach, while taking great care of the DNA of the brand," says Craig Leavitt, chief operating officer and co-president of Kate Spade New York. The brand was acquired by Liz Claiborne in 2007 and signed a licensing agreement for fragrance with Elizabeth Arden in May 2008.
Twirl was created by Givaudan's Claude Dir. WWD reports that the juice "opens with pink watermelon, blackberry and red currant; moves into a heart of orange blossom, star jasmine, tiare flower and sweet magnolia, and dries down to luminous musk and French macaroon."
The collection will include eau de parfum, a roller ball and body cream, lotion and shower gel, ranging in price from $35 to $80. Keep your bright eyes open for Twirl on counters in department and specialty stores just in time for pencil-sharpening season.