Versace "Vanitas" Fragrance : Lindsey Wixson by Craig McDean
Euroitalia will attempt its most ambitious project yet in its nearly six-year licensing relationship with Versace when the Italy-based fragrance house launches Vanitas starting next month.
The women’s fragrance was designed to occupy the top-rung or couture position in the Versace fragrance hierarchy. Its price points are 20 to 30 percent higher than the brand’s other scents, and Vanitas will be aimed at a specialty store distribution, namely Neiman Marcus, Saks Fifth Avenue, Nordstrom and Bloomingdale’s, when the brand eventually arrives in the U.S., probably in the second half of 2012.
A print ad and TV commercial was produced by Fabien Baron and photographer Craig McDean in New York. The campaign features model of the moment Lindsey Wixson.
Sgariboldi said the name Vanitas is a classic term that was used by the late Gianni Versace. Literally meaning vanity, it loosely refers to “the quality every woman has to have to be a woman — the sensual and the feminine touch,” he said.
The curved corner of the transparent bottle is meant to suggest the bare shoulder of a woman. In the ad, Wixson wears an off-the-shoulder Versace dress in an effort to complete the idea. Executives at the company pointed out it is unusual and difficult to produce a bottle with metal components attached to glass.
Sgariboldi said that the fragrance would be launched in Italy in November with ad support in print and on TV and the Web. It’s then due to roll out in the rest of Europe starting in Austria and Switzerland.
I was SOOO expecting something else but I'm very pleased with this
as we've seen the SS2011 Lindsay has grown up and he features have changed slightly(in my opinion for the better) she looks stunning and that Ad works for me