Dolce & Gabbana’s D&G line will launch The D&G Fragrance Anthology in September. The five fragrances, Le Bateleur 1, L’Imperatrice 3, L’Amoureaux 6, La Roue de la Fortune 10 and La Lune 18, were “inspired by different tarot cards, each with a distinct identity and represented by a different model, some of them iconic and all of them naked in the advertising”. ( Look for two more fragrances to join the collection next year. )
The fragrances are advertised by celebrities, who are shown naked in advertising campaign made by Mario Testino. Women models are Naomi Campbell, Eva Herzigova and Claudia Schiffer, and men are: Noah Mills, Fernando Fernanes and Tyson Ballou.
Gabbana and Dolce aimed to capture different sides to their personalities in the five fragrances, and gave them names referencing tarot cards and their corresponding numbers. .
-Campbell appears in the L’Imperatrice’s visuals, the empress.
-Schiffer fronts the imagery for La Lune, which is the moon
-Herzigova pairs up with Fernandes in the photo for La Roue de la Fortune, the wheel of fortune.
Mario Testino also shot a TV commercial for the collection. The ads were edited into 30- and 60-second formats. P&G executives refused to discuss budgets, but industry sources estimate, based on the high sales target, that P&G might spend as much as $20 million to $25 million on media alone.
“We choose Claudia, Naomi and Eva for the iconic value they have in the minds of everybody,” said Dolce “They are icons,” added Gabbana, “not just for young women but older women too. Sometimes they are better known than actresses. People need to create icons, to see people they recognize.”
The D&G Fragrance Anthology's launch on shelves will coincide with an image overhaul for D&G boutiques to be unveiled, starting in October. The designers have worked on fine-tuning the D&G fashion brand's message since bringing it back in-house three years ago.
Le Bateleur 1~ the ad features Tyson Ballou, the fragrance has aromatic and aquatic notes, cedar and vetiver.
L’Imperatrice 3 ~ with model Naomi Campbell and notes of watermelon, kiwi, pink cyclamen and musk.
L’Amoureaux 6 ~ represented by Noah Mills, with spices, bergamot, juniper, pink pepper, cardamom, birch leaf, orris, wood and musk.
La Roue de la Fortune 10 ~ the ad shows Eva Herzigova and Fernando Fernandes. The notes include tuberose, gardenia, jasmine, benzoin and patchouli.
La Lune 18 ~ with Claudia Schiffer. The notes feature lily, tuberose, sandalwood, musk, orris and leather.
The D&G Fragrance Anthology scents will be $65 each for 100 ml. (via wwd)