Prada is creating a high-end scent wardrobe with the launch of its 10-fragrance collection, Prada Olfactories, which will make its debut in France at Galeries Lafayette and in Prada boutiques in Milan and New York later this month.
Givaudan’s Daniela Andrier — who has created all of Prada’s scents since 2002 — worked with Miuccia Prada to create the lineup. “It’s all about the trust and the understanding with us,” said Andrier. “[Miuccia Prada] comes up with the vision; I simply translate it to scent. I have the right alphabet to express her vision, as chemical poems. But it’s not briefing in the normal, boring way.” Andrier added that the scents are all intended to be “potent concoctions of the unexpected, provoking the cinematic experience of a partially remembered dream,” she continued. “It’s a strong vision that is far from cliché. They’re very different from what you’ll find on the market. They’re not done studying the trends of the market and create a bestseller; they are done out of the spirit of Prada.”
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The fragrances are Purple Rain, intended to be a modern reimagining of Prada’s Iris scent; Nue au Soleil, inspired by orange blossoms dipped in gold; Tainted Love, which evokes the scent of lipstick (Andrier calls it “a celebration of synthetic allure); Un Chant D’Amour, a calming scent intended to evoke crisp cotton; Cargo de Nuit, “the scent of a twilight passage on the high seas”; Day For Night, a rich amber scent; Heat Wave, with notes of night-blooming flowers; Double Dare, the scent of leather lined in suede; Pink Flamingos, the scent of fluorescent pink blossoms, and Marienbad, with oud notes intended to conjure up visions of “an elegantly crumbling empire.”
Each bottle is contained in a silk pouch of Prada fabric, some from past ready-to-wear collections, others devised specifically for the collection, said Stefano Cantino, who oversees group marketing, communication and commercial development for Prada SpA. “Each fragrance has its own fabric pouch, which is tied back to the inspiration for the fragrance,” said Cantino. “Fragrance is a very important part of the Prada world, and a part of its brand presentation.”
The 3.4-oz. eaux de parfum will each retail for $300 in the U.S., and for €230 each in Europe.
The collection will be launched exclusively at Galeries Lafayette in Paris at the end of this month, with subsequent distribution tailored to a limited group of worldwide retailers in 2015 and 2016, said Jose Manuel Albesa, chief brand officer for Puig, Prada’s fragrance licensee. The collection will roll out to a tightly edited list of high-end retailers throughout the fall and spring, including 80 global Prada boutiques in October; Italy’s La Rinascente and Mexico’s El Palacio de Hierro in November; Spain’s El Corte Ingles in January; Saks Fifth Avenue in the U.S. and Germany’s KaDeWe in February, and in Selfridges in the U.K. The U.S. and Western Europe are expected to be the best-selling markets, said Albesa. “Prada Parfums will continue to strengthen its brand status, strongly increase its image at point of sale and grow and sustain the brand portfolio,” said Albesa. “Overall, Puig predicts to achieve net revenues of €2,000 million in 2017, which would mean an increase of 33 percent compared to 2014.”