This year, we’ve seen luxury brands exploring new directions and taking much awaited decisions. After Isaac Mizrahi and Marchesa, it’s now Marni‘s turn to tackle the challenge of offering covetable scents to the public. The first project of the sort must definitely reflect the essence of the label and the new scent promises to do just that and reflect its fashion forward attitude.

Consuelo Castiglioni, Marni’s creative director revealed for the type of women who will like most to identify themselves with the new scent: “It’s a perfume that’s quite individual, that doesn’t evoke anything in particular. It’s for a woman who dresses for herself, who doesn’t follow trends but is sophisticated and also maybe a little eccentric,” Consuelo stated.

As for the defining notes of the new scent, it appears that woody notes will be blended with rose oil for a spicy, bold and modern touch which will definitely appeal to long time fans of the brand as well as to those who aren’t afraid to make a powerful statement.

Nothing is left to chance in the newest product option. The bottle is the first and most recognizable detail of the fragrance which is why the concept behind it must be meaningful. “I wanted a bottle that was kind of traditional, that is, one that lasts over time, like the clothes we make, which last and you can still wear two or three years from now. It isn’t seasonal. I think this bottle reflects our concept – you want to keep it. It also has the dots, which are part of our world, and a play on proportions with the cap. These elements are also important in our fashion.”

The quirky new scent is set to launch in February 2013 and will sell for $105 for a 65-ml bottle. The range will also include body lotion, shower gel and body cream along with a purse spray. For the first six months, the product will be a Saks Fifth Avenue exclusive and then it will be sold in more than 2000 stores.

Source: WWD