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Jimmy Choo Unveils First Fragrance and Ad Campaign Starring Tamara Mellon

by Lisa Schweitzer (Subscribe to Lisa Schweitzer's posts)
Posted Jan 3rd 2011 at 10:00AM  
1 Comment
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Tamara Mellon opens up in the new ad campaign for the debut Jimmy Choo fragrance. Courtesy of Jimmy Choo | Inez van Lamsweerde and Vinoodh Matadin

Are Jimmy Choos your addiction du jour?

Well, we've got exciting news! After 15 years in the shoe biz, the brand is launching its first fragrance, exclusively at Saks Fifth Avenue on Jan. 15. Now that's a Jimmy Choo item we can afford!

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.

"You have to -- 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.

Jimmy Choo fragrance. Courtesy of Jimmy Choo

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.
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Filed under: Fragrance, Beauty, Designers & Brands
Tags: ad campaigns, celebrities, designers and brands, fragrance, jimmy choo, jimmy choo fragrance, murano glass, perfume, saks, saks fifth avenue, tamara mellon
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READER COMMENTS

(1)Add A Comment

Marit Londeaux, 1-08-2011, 1:58PM

2 stars vote downvote upReport
Marit Londeaux

Wow, $95 bucks seems a little high but from the description, with exotic Tiger orchid and patchouli notes, it seems like it's going to smell delicious! I also like Anais, Anais so if that's her inspiration then she's got a winner! Tamara Mellon is a classy lady and I think it's fantastic that she's also oing to star in some of the ads. BTW, Escape and Obsession by Calvin Klein are my other favorites.

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