Versace has launched Dylan Purple, a bright and elegant fragrance with Iris Law fronting the campaign.
Versace Dylan Purple is a bright and elegant fragrance. A sparkling bergamot is blended with the joyful tones of a freshly harvested orange. Juicy pear adds a touch of modernity to an accord that is as addictive as it is vibrant.
Heady scents of freesia deliver an explosion of bright purple colour the delicate aroma of its petals is sublimated by Mahonial® and Pomarose®, both diffuse and powerful. Belambre® and Ambrofix™ provide an asserted, elegant and vibrant tone underlined by soft Iso E Super and creamy Cedarwood. Silkolide® signs the fragrance with a musky note and slight fruity accents.
“I created this fragrance as an invitation to travel. A fresh, fruity and addictive opening, like a tribute to the iced delights of Italy and its iconic citrus. The floral heart is the representation of a hypnotic sunset by the water. Purple reflections and a delicate scented breeze. Finally, vibrant woods and the elegance of musk to recall the golden and reassuring sand”
Christophe Raynaud, Givaudan
The Dylan Purple bottle is an expression of innovative Versace design. Elegant curves are reminiscent of an amphora, strongly evoking the classical culture and mythology that runs deep through the Versace imagination. Glass and packaging are coloured in purple, with details finished in rose gold. The aluminium cap is embossed with the Medusa Head and engraved with the name of the fragrance. Baroque-style letters spell out the brand name around the shoulder of the bottle.
THE ADVERTISING CAMPAIGN
The Dylan Purple campaign transports viewers into an endless summer, with protagonist Iris Law starring in her second campaign for the brand following this year’s La Vacanza campaign. Director Gordon Von Steiner creates a visual continuation from his previously directed Versace Dylan Turquoise fragrance campaign starring Hailey Bieber, with innovative fluid camera movements that rotate from scene to scene, sunrise to sunset, bikini outfits to beautiful party dresses, creating a sense of an immersive ‘Versacesphere’.
“I love Iris. She has carved her own path. She has an amazing spirit. She is gorgeous, smart and a little bit wild…. A true Versace girl. For me she is the perfect face for our fragrance. She brings it to life with great personal style, energy and fun.”