Viktor&Rolf launches unisex fragrance line
In 2005, Viktor&Rolf made its first foray into the world of fragrance with the Flowerbomb perfume. Twelve years later, Viktor Horsting and Rolf Snoeren, the avant-grade designer duo at the head of the Dutch fashion label, have added to their olfactory range by launching the Magic collection: a series of unisex perfumes on sale exclusively from 17th July at Parisian department store Le Printemps.
The names of the six new scents, bottled in an apothecary-style container, are Lavender Illusion, Liquid Diamonds, Dirty Trick, Sage Spell, Sparkling Secret and Dancing Roses. Each perfume is matched to an illustration by graphic designers M/M, portraying the fragrance and its olfactory identity.
Like Viktor&Rolf, whose fragrance licence is held by L’Oréal, other fashion labels have launched fragrance lines grouping together different scents under the same collection name, for example Chanel with the Exclusifs line, and Christian Dior with the Collection Privée line. It is a strategy to establish a stronger presence in a growing segment, that of niche perfumery.
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