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HindustanTimes Mon,21 Apr 2014

Something Blue: Oscar de la Renta unveils new perfume

AFP   January 15, 2013
First Published: 15:39 IST(15/1/2013) | Last Updated: 18:59 IST(15/1/2013)

New York City-based Oscar de la Renta has unveiled the brand's latest foray into the fragrance market with a new perfume, Something Blue. Famed for his fabulous white gowns, Oscar de la Renta has once again got the bridal market stitched up, this time with a new perfume inspired by that old wedding rhyme: something old, something new, something borrowed, something blue.

This is the brand's first fragrance since last year's sextet of perfumes, the Essential Luxuries collection, which was launched in September 2012. The advertising campaign, shot by photographer Craig McDean, states in a matrimonial tagline,From this day forward. Still, Michele de Bourbon, SVP of sales and marketing of the fragrance division, didn't want to pigeonhole the perfume, telling WWD that the brand wanted to go beyond bridal. We wanted it to be a lifestyle [fragrance].
Exclusively at Saks Fifth Avenue (before it rolls out to Bloomindale's), from Thursday, January 17, customers will be able to get their hands on a 1.7-oz. eau de parfum ($85) and a larger 3.4-oz. bottle ($115). A scented candle will also be on offer for $65.

Perfumier Frank Völkl of Firmenich worked on Something Blue with Ann Gottlieb (the nose behind Calvin Klein's Obsession, CK One and Christian Dior J'adore). The fragrance opens with linden blossom and mandarin before transporting wearers to de la Renta's Dominican home via the bridal flower stephanotis, which grows in his Punta Cana garden. The scent finishes with rounded vanilla and musk.

In an innovative touch, the ring around the bottle's neck can be slipped off the flask and onto a finger. There has apparently been talk within the brand of producing a limited-edition deluxe version with a real Larimar stone top and a gold ring.
 
De la Renta will be pushing the social media aspects with a feature with bridal planning site The Knot. The brand will also be running an online competition with a top prize of a two-week stay in the Dominican Republic in May.

Trained by Cristóbal Balenciaga, Oscar de la Renta worked as couturier to Jackie Kennedy and started his own fashion label in 1965. Based in New York City, the 80-year-old designer has become a huge hit on the global style scene.
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