DKNY Releases a New Fragrance Line With Rita Ora


Designer, Donna Karan, released a new fragrance after the numerous editions of “Be Delicious”.

The new fragrance is being titled: “DKNY MY NY” and features the British singer, songwriter and actress Rita Ora, who is now the new face of Adidas Originals.  In the promotional picture Ora holds the heart shaped fragrance that  is half metal and half glass, which she describes as, “Energy in a bottle.”

This new fragrance was developed by Trudi Loren, who is senior vice president of corporate fragrance development at  Estée Lauder Cos. Inc., in a collaboration with International Flavors & Fragrance. The fragrance derived from various scents; spberries, galbanum and pink pepper, a heart of Egyptian jasmine, freesia and orris root, and a drydown of Patchouli Heart LMR, vanilla absolute, musk and ambergris.

Like the new face of the advertising campaign, the fragrance itself is quite unique. The metallic side of the fragrance bottle represents the beautiful and mesmerizing New York City skyscrapers, which contrasts with the bottom part of the fragrance, made from glass, with a pure look to it. In an exclusive interview to WWD, Ora described her initial feelings and thoughts about the fragrance. She says, “The fragrance celebrates New York City, which is unlike anyplace else in the world. I love the idea of being part of a campaign that captures the spirit of New York and the stories of women here, passionate about their dreams.” For her, New York is a very magical place because it is where her dreams become the reality.

Courtesy of DKNY
Courtesy of DKNY


The ad campaign will include both TV and print, which was shot in Times Square by Francesco Carrozzini. Print ads will launch in fashion, beauty and lifestyle magazines this coming August, said Diane Kim, Senior Vice President of Global Marketing for Aramis & Designer Fragrances. A digital campaign will also launch on Aug. 19, added Dena Nilsen, Vice President of North America Marketing for Aramis & Designer Fragrances.

The fragrance will come in three sizes — 1 oz. for $48, 1.7 oz. for $68 and 3.4 oz. for $88. The collection will also include: shower gel, $30; body lotion, $40, and a rollerball, $24.

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