Karl Lagerfeld Karleidoscope Ad Campaign
The fragrance category is about to get a topsy-turvy twist thanks to Karl Lagerfeld.
The designer has unveiled the packaging and campaign (both equally chic, of course) for his Karleidoscope scent just in time for its October 11 launch in European branches of Sephora, Women's Wear Daily reports.
Designed in conjunction with Coty, the fragrance plays with the kaleidoscope concept by way of a sleek, tube-like bottle that features not only a black sponge image of Lagerfeld that can be spritzed, but a faceted Perspex lens that also reveals multiple views of the designer's famous silhouette. We. Want. Now.
As far as the campaign itself, Lagerfeld played photographer for an arty, kaleidoscopic shot of model Bianca Balti, who he describes as a "strong, modern but classical beauty."
Aimed at "urban, arty, and creative" women aged 30 and up, the scent, created by Givaudan’s Christophe Raynaud, is a bewitching elixir that even Lagerfeld struggles to explain.
“A fragrance is not made to be explained by words," he tells WWD. "A mix of scents creates something we can smell but not describe. I can tell you that the base is patchouli fraction orpur, benzoin Laos orpur, tonka bean, and musk, and the heart (a perfume must have a heart that should break, in a way, our heart) is heliotrope (one of my favorite scents), violet, and freesia. But I don’t want to be too technical about the fragrance. I prefer a sentimental approach.”
Clearly. On to more practical matters, the eau de parfum will retail for €39 to €63 (about $52 to $84 U.S.) in the European market. Slightly more than his last bottle, perhaps, but surely much more likely to stick around for a while.
In related news, check out the full Karl Lagerfeld-designed Spring 2012 Chanel collection.
