Lily Aldridge has a nose for beauty. The self-proclaimed junkie has announced her new partnership with Interparfums to create a fragrance line debuting in 2019. “Anyone who knows me knows how much I love the beauty world and how long I’ve been wanting to branch out and create beauty products, “she shared. “This is just the beginning and I’m excited nervous thrilled humbled and so many more emotions to share this journey with everyone.” The collection, which will initially include four scents, will be distributed through e-commerce and direct-to-consumer channels.
The model’s foray into fragrance is part of a larger collaboration between Aldridge’s representatives, IMG Models, and Inter Parfums Inc., in which the connection between celebrity and fragrance will shift, “We are trying to build exactly the opposite of what celebrity fragrance was for the last 20 years,” said Jean Madar, chairman of Inter Parfums to WWD. “We want Lily to create the product, not our marketing people. We opened the kitchen for her, she’s cooking, she’s designing, it will have her name on the bottle. It’s quite different from other license models that we have. It’s a real partnership with the talent and the company that knows how to make product.”
To check out Aldridge’s “fragrance testing lab,” read more … (more…)