Prepare for Miu Miu's first ever perfume
If Italian fashion brand Miu Miu was to translate into fragrance as effortlessly as its mothership Prada has done, we can expect great things.
Where Prada's rich, sophisiticated scents of amber and iris tread, we imagine Miu Miu's younger scent would dance with pretty, sparkling notes.
The guesswork may be over, at least until 2015, as Prada have announced they've signed a deal wtih Coty Inc. to create, develop and distribute Miu Miu's first ever fragrance as part of their development as a luxury fashion brand.
"The agreement with Coty, an internationally recognized reference in the luxury fragrance market, marks a major step forward in Miu Miu's development plan," said Patrizio Bertelli, CEO, Prada Group. "I am therefore sure that, leveraging on Coty's know-how and Miu Miu's strong identity, this partnership will be a worldwide success of mutual satisfaction to both companies."
"Miu Miu is one of the most refined and respected luxury houses in the world and one of the fastest growing global brands in the whole fashion industry," said Michele Scannavini, CEO, Coty Inc. "It is an exciting opportunity for Coty to build a worldwide fragrance business for Miu Miu and also to further build our own market share in the prestige fragrance market."
"Created in 1993, Miu Miu - the other vision of Miuccia Prada on fashion - is a brand with a strong personality, provocative and sensual as well as free-spirited and avant-garde," says the press release. Coty have two years to bottle that all up and turn it into a perfume.