Sephora is always innovating, not only in the way they serve its customers (such as the launch of high-tech and integrative store that she opened last year in Paris, but also in the way of commercializing fragrances – which includes niche brands and unique shops – like the perfumes collection newly launched by Derek Lam.
Derek Lam, the famous American designer, just launched 10 fragrances called “Derek Lam 10 Crosby”. Rather than just only launching an expensive perfume, he decided to launch an affordable and innovative collection that includes 10 different scents.
“It’s something a lot of designers think about, doing fragrance. It’s an expectation. As a designer, I don’t always want to do the expected thing,” Lam said.
“I wanted it not to be about this monolithic fragrance or this one thing that’s supposed to represent the whole brand. I can express different personalities. The fragrance market is kind of in a place of transition — there are all of the classics and there seem to be a lot of voices in the upper end,” he explained. “This was something different. It was like we could make a really big impact in this market with a really creative concept.”
Four different perfumers developed the range, featuring 10 distinctive, modern fragrances based upon one street, 10 stories, 10 moments—an adventure, a romance, a party, a surprise…all inspired from the world seen and imagined outside Derek Lam’s window at 10 Crosby Street.
“Hi-fi,” for example, was inspired by the moment “you hear someone blasting music from the car window and want to join in,” according to Lam. The scents, which he called a “fragrance wardrobe,” run the gamut from musky to floral to an edgier salty wood and amber concoction, and are all infinitely wearable.
Each fragrance features the true form and essence of its raw ingredients. The scents are constructed to wear beautifully from day into night, and they have a balance of diffusion and tenacity. From fresh and floral to deep and oriental, the constructions vary from simple and chic to complex and sophisticated, yet all are modern and unique.
The set contains 10-piece preview collection for $95.
- “Derek Lam 10 Crosby” at Sephora