London-based fashion house Jimmy Choo has just launched a glamorous new fragrance for women called “I Want Choo”. It’s a floral-gourmand-woody scent for her that captures the style and energy of the brand.
Jimmy Choo’s heritage is intrinsically linked to the high octane style of the red carpet with its expertise in designing luxury accessories that command attention. It’s daring, fun and glamorous.
This spirit is captured in the ad campaign that follows three friends getting ready to party the night away. It is not about going out, it is all about sharing the fun, the laughter and making it a girls night in to remember. Elegance and style are de rigueur. Models Madison Headrick, Damaris Goddrie and Yue Han bring the party themselves turning their home into their own personal club.
The fragrance itself opens with sparkling citrus top notes. Juicy mandarin orange blends with suave velvety peach. What’s particularly interesting is the addition of red spider lily, a fascinating and almost hypnotic flower with an almost solar vanilla-like aroma. It mixes nicely with jasmine. The dry down is sweet vanilla and benzoin.
Top notes: mandarin juice, velvet peach
Middle notes: red spider lily, jasmine sambac
Base notes: vanilla, benzoin
Like the ad campaign, perfumers Sonia Constant, Antoine Maisondieu and Louise Turner worked as a trio, exchanging ideas and inspirations. The dynamic team chose the red spider lily as the starting point of the fragrance. An original, vibrant flower, it boasts a beautiful red appearance and spider-like petals.
As with all Jimmy Choo products, packaging is hugely important. The flacon was designed to be a true object of desire. Featuring a bold gold spray cap with a hammered jewelled effect and precious JC monogram logo, all underlinded by the soft and ultra-feminine peach tint of the fragrance. Even the box oozes glamour. The vibrant red glitter box features a golden JC monogram.