Michael Kors has announced the launch of its new Wonderlust fragrance, available nationwide from 14 September.
The concept of “escape” is central to the WONDERLUST story, Michael Kors told WWD. This story, he elaborated, includes a corresponding ad and video campaign depicting the face of the scent: a gold, sequined-dress-clad Lily Aldridge, in an unknown far-flung locale. She is escaping from a yacht into a small speedboat with her paramour, Dutch model Wouter Peelen, into a rose-fueled sunset. As a game on words, Wanderlust (which denotes a great wish of travelling) is the desire for escape in Kors’ collection. The campaign was developed by Mario Testino.
The fragrance will thrill Europeans, consumers in America, as well as perfume fans in the Middle East. Its unique composition will attract numerous fans of gourmand notes created in a sophisticated way.
“If you were on that yacht, you would be drinking a good rosé. I love the rose color; it’s the first grab for most of our girls…and the ombré effect of bottle and box, has this effervescence that would come from a good, pink champagne. It has that attitude,” Kors said. “In this instance, there is a girl who is at a party and says, ‘Lets get the hell out of here.’ ”
The composition of the new fragrance was created in partnership with Firmenich by perfumers Honorine Blanc and Aurelien Guichard, as gourmand (a synthetic note with “edible,” sweet qualities). The focus lies on the dianthus flower to give Wonderlust the feel of an almond milk that’s been blended with a “spicy, creamy floral.” Top notes of almond milk are accompanied by heliotrope placed at the hart of the fragrance. The base of the composition provides benzoin, a natural resin from Thailand leaving the impression of warmth, and the spicy sweetness of cinnamon.
“I wanted something that’s feminine, not in an insipid way, but in a streamlined, modern way. It’s the same way with the gourmand. The almond milk has something delicious, but not edible or sticky,” the designer continued. “Our girl is looking for a way to experience and have fun but stay within her world.” – as explained by Michael Kors.
|Italian bergamot, Pink pepper, Carnation, Sandalwood, Heliotrope, Almond milk, Benzoin|