Diana Vreeland was a woman of grandiose, sometimes outrageous proclamations: “Unshined shoes are the end of civilization,” “The West is boring itself to death! And talking itself to death!” and our favorite, “All my life I’ve pursued the perfect red. I can never get painters to mix it for me.” In her own brash and totally subjective way, she changed — and in some cases invented — the rules of fashion. This ability was the motivating force in her more than 35 years in service to fashion and style, first as fashion editor of Harper’s Bazaar, then as editor-in-chief of Vogue, then as head of the Costume Institute at the Metropolitan Museum.
It’s in this colorful context that Diana Vreeland Parfums was born. Envisioned by her grandson, Alexander Vreeland, the five scents in the new series take after some of Vreeland’s more theatrical superlatives: Absolutely Vital (note of sandalwood and rose), Extravagance Russe (amber), Perfectly Marvelous (jasmine, cashmeran), Outrageously Vibrant (cassis, patchouli, rose), and Simply Divine (tuberose).
Of course the bottle, too, would have to reflect Vreeland’s affection for tall tales. With this in mind, Fabien Baron created a glass bottle in exaggerated proportions, though in keeping with the elegance of perfume flacons typical of the 1920s. The warm hues recall Vreeland’s famed red boudoir.
Diana Vreeland Parfums will launch during Milan Fashion Week, September 4, 6-9 pm, 10 Corso Como, where Alexander Vreeland will be on hand