Jimmy Choo Evolve into a Lifestyle Luxury Brand, Launch Fragrance

Jimmy Choo has become synonymous with high end shoes for women. Almost everyone knows how they  became one of the most desired brands in a relatively short span of time. And now after establishing itself firmly in the shoe business they are evolving into a lifestyle luxury brand. And after 15 years in the shoe business an exciting and natural step for them was to launch a fragrance of their own.

Their brand identity is so strong that they are calling their new scent Jimmy Choo. Tamara Mellon, co founder and chief creative officer of Jimmy Choo was elaborating on their decision to diversify during the London event to launch their fragrance. She was targeting every woman as her customer. She felt that fragrance is an important accessory for women. Olivier Polge of International Flavours & Fragrances has spent three years in creating this exclusive fragrance.

The scent is a fruity chypre with green top notes, as well as exotic tiger orchid, sweet toffee and Indonesian patchouli notes. The perfume bottle has been inspired by Murano glass in order to create an object of desire. The ads shot by Inez Van Lamsweerde and Vinoodh Matadin will be released from the February issues of fashion, beauty and lifestyle magazines.

Via: stylelist, saksfifthavenue

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