(Photo : Inter Parfums)
Donna Karan New York (DKNY) has unveiled its latest fragrance, marking the brand's first fragrance "pillar" in nearly 20 years.
Named 24/7, the woody floral fragrance represents a significant milestone for DKNY, renowned for its iconic scents such as Donna Karan Cashmere Mist and DKNY Be Delicious.
DKNY 24/7 is designed to capture the vibrant essence of contemporary urban life, crafted in collaboration with Inter Parfums Inc.
Master perfumer Frank Voelkl from Firmenich has curated a blend that embodies modern energy and sophistication, as per the brand.
The fragrance opens with refreshing top notes of pink pepper, rhubarb, and captive Quincester, a green sour quince accord. Its heart notes feature a luxurious bouquet of rose centifolia, tuberose, and jasmine sambac from India, while the base notes offer a grounding effect with upcycled cedarwood, sandalwood, musk, and Ambrox super, showcasing a commitment to sustainability.
Accompanying the fragrance launch is the DKNY 24/7 capsule fashion collection, complementing the scent's contemporary appeal and versatility.
The campaign, starring model Georgia Palmer and directed by Theo Stanley with photography by Dan Jackson, embodies the essence of youthful vigor and modernity.
Jean Madar, chairman and CEO of Inter Parfums, highlighted the strategic importance of DKNY 24/7 in broadening DKNY's consumer base.
Madar emphasized that the fragrance is tailored to resonate with a younger demographic.
"We're talking to a young customer," he said, as reported by Women's Wear Daily. "It's a well balanced juice, full of energy, and it's a smell of today."
DKNY is planning a phased rollout of DKNY 24/7, beginning with its online platform and select retailers in Spain, followed by launches in Germany, the U.K., and the U.S.
The fragrance will retail between $58 and $100, positioning it competitively within the premium fragrance market.
Industry experts anticipate that DKNY 24/7 will achieve substantial retail success. With its innovative scent profile and strategic marketing approach, DKNY 24/7 sets a new standard for contemporary fragrance offerings from Donna Karan New York.