May 31, 2011
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Diane von Furstenberg launches Diane fragrance

May 31, 2011

Soon after the opening of her second New York boutique, now found in the Soho and Meatpacking districts, designer Diane von Furstenberg is launching her new fragrance: Diane. The perfume will launch in Europe, the United States, Canada and the Middle East in the month of October.

Diane von Furstenberg
Diane von Furstenberg's new fragrance, soon out in October

Revealed in 2008, the American designer is finally launching her new perfume in partnership with Chantal Roos, the former president of YSL Beauté. This will be the designer’s second fragrance, following the launch of ‘D’ in 2005, and was developed under a licence with French company ID Beauty. This is a new step for the group, which is mainly known for selling cosmetic products such as from the Rexaline brand.

The perfume was created in collaboration with Givaudan’s perfumer Aurélien Guichard. The composition is made as a floral woody with two main elements of frangipani blossoms and violet.

Available from October, Diane will be sold exclusively at Sephora points of sale in France and Europe, apart from England where the scent will only be found at London’s Harrods. As for the United States, the exclusive distribution rights were given to Bloomingdale’s department stores.

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