Kors Helms Homage to Tinseltown

Come September, Jennifer Lopez, Angelina Jolie and Jennifer Garner will have a new fragrance with which to accessorize their signature Michael Kors wardrobes.

After bedecking Hollywood’s brightest stars in his eye-catching gowns for years, the American designer and reality television star (of Project Runway) is poised to introduce Very Hollywood, a white floral scent inspired by movie star glam.

The eau de parfum spray is priced at $45.00 for 1 oz., $65.00 for 1.7 oz. and $85.00 for 3.4 oz.

The scent collection will debut in approximately 2,000 U.S. doors, including Bergdorf Goodman, Bloomingdale’s, Dillard’s, Macy’s, Nordstrom, Neiman Marcus, Lord & Taylor, Sephora and Michael Kors boutiques. The fragrance will roll out to the UK in September, then hit Australia in March 2010.

“Very Hollywood is all about indulgence,” Mr. Kors said at a press event held within a luxury condo at The Apthorp in upper Manhattan. “But I like the idea that a woman can feel indulgent and powerful even at the supermarket. After all, how many people actually have a red carpet moment?”

Mr. Kors chatted up editors in a presentation that also touched on a handful of his famous acquaintances and fashion fans: from Ms. Lopez (“a modern day Liz Taylor”) to Ms. Jolie (“she can make a gown look as easy and comfortable as a T-shirt”) to Heidi Klum (“the only woman I know who can pop a baby out and look that good so quickly”) to first lady Michelle Obama (“she’s showing people that you can be super smart and enjoy fashion and that that’s nothing to be embarrassed by.”)

Renowned for his candor and quick wit, the Very Hollywood ancillary collection echoes Mr. Kors’ sense of humor, noted Veronique Gabai-Pinsky, president of Aramis and Designer Fragrances—the division of The Estée Lauder Companies that holds the Michael Kors Beauty license.

The bevy of offbeat offerings includes solid perfume housed in a pink cocktail ring, a lightweight moisturizer dubbed Fabulotion, false eyelashes, and a golden pen with scented ink. An ultraluxe perfume spray, priced at $300.00 for 1.0 oz., will also be available.

The Very Hollywood juice was created by Pascal Gaurin and Laurent Le Guernec of International Flavors and Fragrances (IFF) in collaboration with Mr. Kors, Trudi Loren (president of corporate fragrance development, worldwide, The Estée Lauder Companies) and Evelyn Lauder (senior corporate vice president, The Estée Lauder Companies.)

Very Hollywood’s shimmering top notes—including mandarin and iced bergamot—are reminiscent of “the flashbulbs of the paparazzi,” Ms. Loren said. Middle notes include jasmine, ylang ylang, raspberry and gardenia—Mr. Kors’ favorite ingredient. Base notes are of Italian orris, amber, white moss and vetiver.
“It’s like a great little black dress,” Mr. Kors said of the juice. “It’s simple, but it’s also obvious that a lot of work went into it.”

The line’s packaging is also timelessly elegant, said Diane Kim, senior vice president of global marketing for Michael Kors Beauty, with a coral and gold color scheme, a flashbulb-inspired bottle surface and a boudoir aesthetic that calls back to old Hollywood glam.

The logo is written in lettering similar to the font used by The Beverly Hills Hotel, of which Mr. Kors is a frequent visitor. “The coffee shop there is like heaven on earth to me,” he said.

A print campaign shot by Mario Testino and featuring Kors muse Carmen Kass—sporting the designer’s gown and drenched in Fred Leighton jewels—will break in fashion, beauty, lifestyle and entertainment magazines in September and October. Titles are expected to include Vanity Fair, People, Vogue, Harper’s Bazaar and the US Weekly Emmy issue.

A TV commercial will run at holiday with Ms. Kass and model Noah Mills, featuring the Lady Gaga song, The Fame.

 

June 8, 2009, 11:48 am