A mixed blog of fashion goodies
Have an idea for the Hint Blog? Email us.
Bookmark and Share

Friday, July 24, 2009

Our Favorite Things...

about Viktor & Rolf's new Eau Mega fragrance (omega, get it?), as explained to us by top brass from International Flavors & Fragrances (IFF) at a press thingy in the penthouse of the Cooper Square Hotel earlier this week. Naturally, V&R themselves couldn't make it as they're too busy with their spring collection just around the corner (but they did make a cute video for us, complete with suits and faux instructional-style delivery)...

  • Viktor & Rolf see the Eau Mega girl as a super-heroine, able to "megafy" the world and "transform reality into her own universe of beauty and glamour."

  • The campaign image, Raquel Zimmerman shot by Inez van Lamsweerde and Vinoodh Matadin, is based on an old 80's ad that the duo found online of a woman standing over a city and owning it, but not in that power-80's way.

  • The spritzer is activated by squeezing the big V&R golden seal—or "megamizer," designed by Fabien Baron—while the nozzle is just for show. Apparently that technology took two years to develop.

  • This is taken straight from the press material: "We dreamt of an essence that could express a new feminine freshness. 'Eau' in French has a slightly surreal connotation for those who can read between the lines."

  • The juice itself represents the duality of the V&R brand as a whole, i.e. edgy luxury, a mix of floral-fruity (think violet, basil, pear) and rich-creamy (think sandalwood, cashmere, white musk).

  • Like Flowerbomb, Eau Mega is going to be a major entry in the fragrance market—just as the name suggests—when it launches in October.

  • Macaroons are delicious to eat any time of the day.

  • Labels: , , , , ,