Made-in-Italy fashion label Marni founded in 1994 by Consuelo Castglioni is known for its love of color, crazy patterns, bold mix-and-match philosophy and audacious layerings. The brand will launch their debut perfume, a feminine concoction, from February 2013. It is called simply Marni. Developed or rather perfected together with the Aramis and Designer Fragrances division of the Estée Lauder Cos. Inc., it initially saw the light of day as an oeuvre signed by Daniela Andrier of Givaudan, it being part of a fashion project dating a few years back...
The interesting part of the story as retold by WWD is that the original sketch for the fragrance was deemed a bit raw as it lacked florals, fruits and was rich in spices and woods, hence a dark and intense rose oil was newly added to the mix, together with incense to soften the edges.
Something about this description makes you think of 10 Corso Como, the Milanese, spicy and oud-rich niche perfume, an early oud composition from 1999. This fleeting sensation is also encouraged by the fact that the raspberry cap and the colors of the Marni flacon, inspired by a flea-market find, as well as something in the proportions resemble the 10 Corso Como perfume. They are not copycats, but it seems that an aesthetic influence is at play.
For Consuelo Castiglioni,
"The perfume reflects Marni’s fashion, certainly...“Because 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.”
Veronique Gabai-Pinsky, global brand president of Aramis and Designer Fragrances, BeautyBank and Idea Bank at Estée Lauder, said that the upcoming fragrance is "very modern and bold".
The launch will start with a 6-month exclusive at Saks Fifth Avenue and will be limited in its scope thereafter to 2000 points of sale worldwide.