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Have you met the ‘Girl of Now’ at the airport?

Have you met the ‘Girl of Now’ at the airport?

Elie Saab’s Girl of Now is flying off the shelves in duty-free stores worldwide – find out more…

As previewed on Duty Free Hunter (see story) in June, Girl of Now, is Elie Saab’s new feminine fragrance, a beguiling blend by renowned perfumers Sophie Labbé and Dominique Ropion.

It features Elie Saab’s olfactory signature of orange blossom-patchouli accord, adorned with notes such as pear and mandarin, while fresh-roasted pistachio reinforces the aroma of bitter almond. At the heart is a flower specially created for Girl of Now: the Ormond Flower, which has gourmand facets unveiled by an exclusive co-distillate of orange blossom absolute and bitter almond essence, boosted by a floral bouquet of white jasmine and magnolia blossoms. A blend of cashmeran, tonka bean and almond milk form the fragrance’s warm and luxurious base, prolonged by patchouli.

The fragrance bottle features a perfectly round base that fits snugly into the palm of the hand, while a pastel blue flower borrowed from the Elie Saab accessories collection sits around the neck. It is topped with a gem-like golden cap.

The print campaign was shot by Cédric Viollet while the film was directed by Irina Dakeva, who described the Girl of Now as a real, free spirit with “an explosive, positive and disconcerting energy”.

To convey the fragrance’s every facet, the fashion house has chosen models Ulrikke Hoyer, Lineisy Montero and Gabby Westbrook to front the campaign. All three possess, in their own way, the vivacity of their age, the energy of a generation and a community of steadfast social media followers, who are encouraged to share about the new fragrance with the hashtags #girlofnowtravels, #girlofnowparties, #girlofnoweats and #girlofnowshops.

Elie Saab Girl of Now is available in 50ml and 90ml.

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