Donatella Versace is ignoring the worldwide recession and launching
a luxury fragrance dedicated to her dead brother, Gianni. The fragrance will be called Gianni Versace Couture. The eau de parfum arrives in a hand-stitched white leather train case and retails for $2,100.
The distribution will be as exclusive as the price is exotic. Current plans call for the train case to be retailed only through Versace's 84 boutiques around the world. It will be launched in November in Europe and in the U.S. in December. Described as a limited edition scent, only 100 pieces will be manufactured. However, more will be produced upon request.
The product is certainly sumptuous. The 3.4-oz. bottle of scent is sheathed in the same leather as the train case. Both the sheath and the box bear metal plates engraved with "Gianni Versace Couture." The detailed workmanship and made-to-order quality was meant to evoke a past era of glamour and graciousness.
The bottle is supported inside the case by a liner that can be removed to make it function like a regular carrying case.
"Seeing it was such a special one-of-a-kind fragrance, we wanted to offer a one-of-a-kind packaging that can be used again for one's jewelry or as a hope case," Versace noted.
She worked with perfumer Sophie Labbe of International Flavors & Fragrances to create the floriental-woody scent. Citrus accents of bergamot and mandarin blend with energetic notes of red berries and tangerines to form the top notes. The heart of the formula dissolves into a floral bouquet. Sambac jasmine mingles with velvety heliotrope and almond blossom tones. The essence of Tonka bean combines with the woody notes of patchouli heart and sandalwood.
Launching a $2100 a bottle fragrance in a worldwide economic meltdown sounds crazy. But we have a feeling that the limited edition perfume will sell just fine, so long as the scent is as fantastic as Donatella says it is. It certainly sounds lovely.