Diane Von Furstenberg Launches New Fragrance

Diane Von Furstenberg, inventor of the iconic wrap dress, has just come out with her first fragrance. I know what you’re thinking: what took her so long? Other iconic designers and contemporaries of Ms. Von Furstenberg launched fragrances during their heydeys in the Seventies, including Yves Saint Laurent and Halston. DVF’s fragrance, Diane, was officially launched (as well as literally) in June aboard the EOS, the 305-foot yacht owned by Ms. Von F. and her husband, media mogul Barry Diller, as it sailed along the Hudson River.

The press release states:

For decades, Diane von Furstenberg has been synonymous with effortless chic and jetsetting style. From her signature silhouettes to her bold prints, the style mainstay has left an indelible mark on the fashion world.

Now von Furstenberg has infused a lifetime of aspirational style in a deeply personal fragrance that bears the name she was born with: Diane. Bright, glamorous and magnetic, the new scent embodies the unique appeal of both the singular fashion collection and the woman behind it. The perfect complement to every ensemble, Diane is the irresistible finishing touch that makes a style complete.

Created in collaboration with Hall of Fame FiFi award winner Chantal Roos and master perfumer Aurelien Guichard of Givaudan, Diane opens with bold notes of frangipani, an exotic floral that gives the wearer presence and confidence. Frangipani is intertwined with subtle notes of violet leaves, giving the scent a fresh, green accent with a mysterious touch. The fragrance’s powerful femininity is enhanced by base notes of myrrh, musk and patchouli.

The fragrance is housed in a bottle featuring interlocking golden rings evocative of another signature Diane von Furstenberg accessory: the Sutra bracelet.

Products range from a body lotion ($45) to an eau de toilette ($90) and will be sold at Bloomingdales, Nordstrom and Sephora.

I haven’t tried Diane yet, but I’m hoping it will be reminiscent of iconic Seventies fragrances such as Opium or Halston – a little floral, a hint of green, and a touch of cypher. No one uses cypher anymore! Maybe it’s not fair to Ms. VF to expect her to look to the past in creating her fragrance, since she’s still enjoying an immensely successful career. It’s just that fragrances of today seem to be lacking in imagination and originality. They all smell the same. Add to that the disturbing trend of reality television celebrities and pop stars stamping their names on overly cloying perfumes created (without any input from them whatsoever) to appeal to target demographics and housed in cute figural bottles to make young girls buy them (Paris Hilton, Kim Kardashian, and Katy Perry, I’m looking in your direction), and you can see why I’m so pessimistic about the state of the fragrance industry today. Each new celebutant fragrance that crowds the shelves of Sephora leaves less room for truly unique perfumes.

As soon as I see a tester bottle of Diane in the stores I will duly report back with my verdict. In the meantime, I think I’ll wear a wrap dress to work tomorrow.

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