Jimmy Choo Company has unveiled its first fragrance ad campaign, which stars brand co-founder and Chief Creative Officer, Tamara Mellon, reports Coco Perez.
Mellon, 43, began her career as a publicist, and Vogue accessories editor. In 1996, she joined forces with the upscale shoe designer to create the Jimmy Choo Company. Mellon had never hidden her desire to get into the world of scents, claiming that perfume is an important part of a wardrobe.
At the London fragrance launch, she said: "Fragrance is such an important accessory for women — I think it will have a very broad reach. Our customer is every woman."
At the New York launch, Mellon revealed that her favourites as a teenager included Opium and Anaïs Anaïs. "I love the smell of green fresh notes, they’re in the top notes of our fragrance. I like things that are sensual, so that’s how we came in with the patchouli."
Mellon was very involved in the fragrance’s advertising, which was shot by Inez van Lamsweerde and Vinoodh Matadin. “We wanted something that reflected what was in the bottle, something empowering but also sensual and soft," said Mellon.
There are plans for at least two more Jimmy Choo fragrances to launch over the next three years, according to Philippe Benacin, chairman and CEO of Inter Parfums. "This one is quite poetic and romantic, the next one could be more dynamic."
Ads will begin running in February issues of fashion, beauty and lifestyle magazines. Jimmy Choo fragrance ($95) will be available exclusively at Saks Fifth Avenue Jan. 15.