Italian label Marni to release first ever fragrance

Marni fragrance (All Rights Reserved)

Marni fragrance (All Rights Reserved)

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, Last Updated: 9:46 AM ET

Italian fashion label Marni is to release a new female scent, called Marni, in February 2013.

Swiss Italian creative head and founder Consuelo Castiglioni told WWD, "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," she added.

The scent was produced with Aramis and the Designer Fragrances division at Estée Lauder; Veronique Gabai-Pinsky, the Aramis global brand president described the upcoming fragrance as "very modern and bold." The 65-ml eau de parfum will sell for $105 and a 120-ml size will cost $155.

The Marni fragrance line will also include body lotion, shower gel, a deodorant and a body cream. In the United States the brand will debut with six-month exclusive availability at Saks Fifth Avenue and will then expand to 2,000 points of sale worldwide.

Marni was established in 1994 and has developed a longstanding reputation for quirky prints and playful Italian tailoring. Marni now turns over in excess of $100 million every year. 


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