I met Diane von Furstenburg in 2000 and we spoke a lot about her lack of interest in licensing. She  went on to  collaborate in joint ventures including jewelry by H. Stern  and hanging in her sitting room, was the famous painting of her by Andy Warhol. Animal prints everywhere. Her son, Alex, drove me home after the interview. I did not get the job.. She decided against licensing.

So I was really surprised to read in today’s Women’s Wear Daily that she is launching a new perfume… the first in eight years called Diane, debuting this Sunday on the Hudson River, not far from her business, home and store.

Photo: WWD
 
I have high hopes for  Diane, the nose is Aurelien Guichard of Givaudan, who created one of my favorite fragrances Visa by Robert Piguet. Notes of frangipani, ‘whose almond and vanilla scents suggest the image of a solar flower, and violet leaves meant to add a soft carnality and mystery with its woody, floral and green accents. Roos explained the combination of sun and shadow in the floral, woody chypre structure is designed to evoke femininity. This is amplified by the base notes of patchouli, myrrh and musk’.
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According to WWD, “Von Furstenberg created the fragrance with Chantal Roos and her Paris-based development company, Crea, under a licensing arrangement with ID Beauty, headed by Alexandre Cukier. The sales effort in the U.S. is being spearheaded by the fragrance division of Fusion Brands Inc. Roos pointed out, “This is just the first stage.” The initial fragrance is viewed as the introduction to what is expected to be a house of DVF; Roos said she is already working on other projects. At least one more fragrance is in the works and makeup and skin care are being contemplated”.

 

Licensing is lucrative…but the partnership is key. Her first licensing ventures almost ruined her image.  Her name was slap dashed over hundreds of products… but it was a different time and economy; let alone an older generation. Perhaps you need to re-invent yourself to a new generation first. 

 

–Michelyn Camen, Editor-in Chief

 

The fragrance will be available in both 1.7-oz. and 3.4-oz. eau de parfum and eau de toilette forms. The two sizes of the edt will be priced at $65 and $90, respectively, and the edp sizes will sell for $85 and $110. A fifth item, a 200-ml. body lotion, will retail for $45