Givenchy announced that the new perfume fronted by Alicia Keys Dahlia Divin will  begin its presell campaign in Mid July and tie into Ms Keys’ social media as she takes her role very seriously. As previously announced Alicia Keys follows in the footprints of  Audrey Hepburn who inspired L’Interdit, fronted by Audrey Hepburn, 50 yrs ago. Just as Ms.Hepburn’s friendship with Hubert Givenchy was essential in her role as the House's fashion and fragrance muse, Ms. Keys has a personal friendship with Riccardo Tisci the current Head Designer of the House of Givenchy. “Spiritually we’re a lot alike. The fashion world can make you a little soulless. So when I met him, it was nice to see that he’s really soulful… As time passed, [this fragrance campaign] came to fruition. I love what Givenchy is about. Givenchy is this timeless, chic, but very strong woman, but with an edgier, almost street feel. I love that she’s raw, but she’s powerful — and that’s who I believe I am, too,”she says.

Tisci designed the dress worn in the ad and Alicia Keys wrote the music spots. The television and print ads were shot by British photographer Tim Walker and projects elegance and timelessness.

Dahlia Divin, which follows Dahlia Noir, was developed in-house by Givenchy perfumer François Demachy, combines notes of jasmine, mirabelle plum, patchouli, vetiver and sandalwood. Eaux de parfum will be offered in three sizes — 30 ml. for $65, 50 ml. for $90 and 75 ml. for $110 as well as a 200-ml Skin Dew, $53. In the U.S., the scent will be sold in about 1,500 doors, including Macy’s, Neiman Marcus, Bloomingdale’s, Saks Fifth Avenue, Nordstrom, Lord & Taylor, Dillard’s and Sephora.Alicia Keys will make an appearance at Macy’s Herald Square on Sept. 2 in support of the fragrance.

via WWD

Michelyn Camen, Editor in Chief