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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.



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    Wednesday, May 27, 2009

    Our Favorite Things...

    that French Vogue's Carine Roitfeld divulged to Thomas Persson and Jonny Johansson in the latest Acne Paper (issue 8, summer '09), which just launched in New York:

  • I am sorry Acne, but I don't wear jeans...However, I think that jeans is one of the most important items of clothing today and that is also why we have done an issue just about jeans.
  • I never wear miniskirts because they make me look older.
  • I am skinny, and all my girls are skinny. People think I weigh my girls in the office but I do not.
  • When I started doing all the Gucci campaigns with Tom Ford and Mario Testino we pushed so much and after that everyone coped it...A lot of girls started to shave their pussy in different ways after that so it really became a trend. Many artists played with the pictures too, so it was fun.
  • My dream is to be a strong Helmut Newton woman. For me this is the woman for Vogue. I never worked with Newton but I would have liked to because I love his humour and his idea of woman.
  • I think sometimes I need a psychiatrist just to understand what I did in my pictures. You know, I have been repetitive about eroticism. And knives...I hate knives.
  • Fantasy is better than real life. When I do a fashion shoot the girl is like an actress, this fantasy of who she is and what she is doing. Perhaps the reader only sees the clothes but for me everything has a meaning. I am a big dreamer.



  • (Read our Q&A with Thomas Persson circa the previous issue six month ago.)

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