Fashion label Marni launched its first fragrance during Berlin Fashion Week on January 15th, 2013, at the city's popular department store KaDeWe with an exclusive party hosted by the brand's creative director Consuelo Castiglioni and Ursula Vierkoetter, managing director and CEO of KaDeWe.
The launch, which presented the fragrance, titled MARNI, also included a special installation of the perfume bottle and a live performance by Jesse Jo Stark and a DJ set by Matthias Hellwig.
Guests included Gianni, Carolina and Giovanni Castiglioni, Christiane Arp, Jens Ciliax, Frederike Dirsche, Bruno Eyron, Lena Gercke, Cosma Shiva Hagen, Susan Hoecke, Franziska Knuppe, Bernd Runge, Kai Schumann, Esther Seibt, Anita and Norbert Tillmann, Kostja Ullmann, Ellen von Unwerth, Nathalie von Bismarck, Tim Waller, Nadine Warmuth, among many other guests.
The fragrance is a pure embodiment of the contemporary and oft-described quirky Italian label. Developed with the Aramis and Designer Fragrances division of the Estée Lauder Cos. Inc, and scheduled to go on sale in February, the scent is said to be a blend of spicy and woody notes with a dose of rose oil, according to WWD.
Inspired by a bottle she once found at a flea market, Consuelo Castiglioni took that vintage shape and injected it with a Marni feel: polka dots and the brand's clothing tag. Describing the scent, she said, “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.”
Click here to read our interview with Carolina Castiglioni, Marni's Head of Internet Strategy.
Images courtesy of MARNI