Anna Sui is launching La Vie de Bohème, its first fragrance created in collaboration with Inter Parfums since IP signed an exclusive license to distribute the fashion designer’s fragrances back in June 2011.

 

It is only now that the perfume house has been able to create its own fragrance in partnership with Sui, since it took over the license from P&G.

 

Before now, Inter Parfums has been distributing Anna Sui fragrances, which were created under the P&G license. IP says it will continue to actively push the four pillar Sui brands (created with P&G) as well as develop its own portfolio of scents.

 

With La Vie de Bohème, IP hopes to move the franchise away from fantasy [a popular trend for women’s fragrances especially those targeting the Asian markets – Ed] to provide a point of difference.

 

[Left: Designer, Anna Sui]

 

Anna Sui was able to attend a special unveiling of the fragrance during the TFWA World Exhibition in Cannes, last month.

 

“The La Vie de Bohème lifestyle always evolves, but the constant remains the same. And that is always a woman who is a bit defiant, a bit romantic, a bit artistic. In essence, it’s truly the modern woman,” says Anna Sui. “Yes, the signature look may be mixed patterns, flowing dresses, boots, floppy hats, but every generation brings its own attitude to it, a unique expression of personal style.”

 

DRAGONFRUIT

For La Vie de Bohème, perfumer, Philippe Romano, blends Turkish Rose and Sparkling Pear with berries and a Dragonfruit accord. The fruity floral nuances are combined with woods, sheer musks, and a black vanilla and sandalwood accord “to deliver a playful, yet deeply mysterious, fragrance,” says IP.

 

 

The fragrance flacon incorporates carved rose detailing and is antique gold cap which bears Anna Sui’s name on one side, and La Vie de Bohème on the other.

 

Photographed by Steven Meisel, model Thairine Garcia “perfectly captures the breezy Boho girl on a sunny day,” says IP. “A field of flowers surrounds her, as she alternately plays with a butterfly, or holds an oversized flacon.”

 

[L-R: Baerbel Bureick Global Marketing Director & Creative Anna Sui Fragrances and Charlotte Smith TRBusiness.com Editor]

 

La Vie de Bohème EDT will come in 30ml, 50ml and 75ml sizes. Ancillary products include 200ml Body Lotion and 200ml Shower Gel. All are expected to land in travel retail locations in 2013.