Anna Sui Talks Fragrance and Inter Parfums
Celebrated fashion designer Anna Sui has taken her fragrance brand to another level with her license agreement with Inter Parfums. The 10-year worldwide agreement to create, produce and distribute her products began in January 2012. Inter Parfums works with Sui and her creative team to expand on the brand’s current global presence. Beauty Fashion spoke with Sui about why Inter Parfums makes a great partner, in addition to her creative inspiration and future plans for the brand.
I am truly inspired by everything that happens around me! Whether it is a new place that I visit, a place that I have been to many times but see in a different way, or something that I see on my walk to work. I love art and history too. When I’m interested in something, I want to know everything about it. I really enjoy that process and find that it influences so much of what I do and create.
I love working with Inter Parfums. They are a great partner! They completely get my vision and really understand what I want to achieve with each, individual fragrance. It is really a team effort when creating a new fragrance—we work together on everything— from the initial brainstorm, to the actual scent, to the bottle design, to the ad campaign and then to the business plan.
As a designer, I am constantly evolving, trying new things and experimenting. That is the most exciting part…that process. Right now we are in launch mode of my latest fragrance with Inter Parfums, La Vie de Bohème. Like this new fragrance, everything comes from my fashion collection and the runway shows. The research that goes into my collections and shows often leads to the inspiration for a new fragrance or cosmetic product, so there is definitely a connection between all three. I always feel that every product has to be as exciting as the fashion. We pay so much attention to the entire creative process, the fragrances, box, the bottle, and the ad.
Each fragrance that I put my name on has to personify the ‘World of Anna Sui.’ When a customer buys a fragrance, it should give them the same excitement as buying a dress from my collection. So when I start the process of creating a new fragrance, I always keep this principal in mind. BF
|Anna Sui with Inter Parfums’ founder and CEO Jean Madar.||Anna Sui (c.) with the Inter Parfums Team at the 2012 Cannes Tax Free Launch of La Vie de Bohème.||Anna Sui showcasing La Vie de Boheme.|