Donna Karan New York has unveiled its first fragrance collection. This is the first show of strength for its licensee Interparfums, as the American brand modernizes its image.
A major first since its first Be Delicious juice (2004) and the July 2022 takeover of its fragrance license by the French Interparfums group: Donna Karan New York is releasing a collection of four eaux de parfums.
Cashmere Collection, its namesake, is an olfactory variation on the energy of the Big Apple, which characterizes the Donna Karan New York universe, as much as that of the vaporous breath of its Cashmere Mist deodorant.
The launch reflects the American fashion brand’s desire to enter the coveted world of high perfumery, which is currently driving players as diverse as Dolce & Gabbana and, more recently, Valentino.
A strategy of elevation
Cashmere Collection is part of the rebranding of the Donna Karan New York brand, but is primarily the result of Interparfums’ acquisition of the Donna Karan New York and DKNY fragrance licenses from G-III Apparel Group.
Previously, the New York fashion brand had entrusted its fragrance licenses to Estée Lauder, a relationship that lasted some thirty years.
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Read also > VALENTINO VENTURES INTO HIGH PERFUMERY
Featured Photo: © Donna Karan New York/Interparfums
