geekiviews: MARNI Fragrance
Way back in November I sat down with Trudi Loren who is the Vice President, Corporate Fragrance Development at Estèe Lauder Companies. She was in Toronto to introduce Marni’s first fragrance to members of the press. I’m a big fan of Marni and head designer Consuelo Castiglioni. I see her clothing in person at Holt Renfrew and I find myself coveting everything. I wanted to know if she could translate that feeling to a fragrance. Marni isn’t stereotypical feminine either, how would that translate into scent. Trudi starts with the origins of the fragrance. Consuelo had specific ideas for the fragrance when she met with Estèe Lauder perfumers. They tweaked her custom fragrance after numerous design cycles using their knowledge to take the fragrance to market and still be true to Consuelo vision of Marni. She was very involved in every step of the design process, treating it like editing a collection. The starting point was typically material: it was woods and spices and the incense that Consuelo wanted, somehow reminiscent the woody landscapes of …