Reiss prides itself on championing a true sense of craftsmanship and each collection, from concept to creation, is developed in house. That said, it seemed only right that the new women’s fragrance should fit this criteria and when it came to the redesign of both the scent and the packaging, our London-based branding team along with Creative Director, James Spreckley, worked with perfumer Luca Calvani from INSPIRITU to see the project through from start to finish. The result is something that feels both true to the brand sensibility and that coincides with the season’s new vision.
We’ve re-launched both our men’s and women’s fragrances for AW17 and it’s now that we introduce White Orchid, the new Reiss signature scent for women
The idea was to remove some of the existing scent’s more masculine notes and focus on something a little lighter and more feminine that suited both everyday wear but also special occasions, depending on the wearer’s preference. The team plus Calvani chose a blend of fruity top notes; apple, grapefruit, pink pepper, orange, raspberry and red berries, more musky mid notes of lily of the valley, violet, jasmine, peach, geranium and orange blossom and base notes of cedar wood, sandalwood, patchouli, white musk and vanilla.
Naming the fragrance was a natural process; White Orchid not only suited the scent but also worked as a womenswear counterpart to Black Oudh and celebrated our best-selling lace dress, the Orchid – a key contributor to the Reiss DNA. The team wanted the packaging to reflect this new approach and the first – and possibly the most noticeable – change was the bottle. Blush-pink tinted glass communicates a contemporary yet elegant sensibility that’s in-line with our established brand aesthetic. The shape of the bottle and the cap are both slimmer than in previous designs so that the bottle sits comfortably in the hand – a seemingly small but noticeable change.
THE FINISHING TOUCHES
The finishing touches came in the re-working of the brand logo and the typeface used on the front of the bottle as well as with the addition of subtle silver foiling. This feature nods to the aesthetic of the previous fragrance bottle but it feels more refined, considered and understated; descriptives that summarise what both the team and Luca Calvani have worked to achieve.
THE PERFECT GIFT
As the festive season approaches and you start compiling not just a gift list for others but a wishlist for yourself as well, why choose something that lasts significantly longer than the festive period and might just become your signature scent for seasons to come?
IN CONVERSATION WITH: LUCA CALVANI
We sit down with the perfumer behind the new Reiss women's fragrance, White Orchid, to find out a little more about the scent.