Girl-of-the-moment Kristen Stewart nabbed her first major campaign as the face of Balenciaga’s latest fragrance Florabotanica, a youthful scent created by Nicholas Ghesquiere. K-Stew stands confidently in an orange floral mini dress from the famed fashion house’s Spring 2008 collection – Jennifer Connelly also wore the dress – in a Steve Meisel lensed campaign. The Snow White & The Hunstman actresss said she was immediately drawn Florabotanica, you could say it was love at first sniff.
“There is something natural about it,” she said. “It’s very alive. I think that as a young person wearing it — considering that I’ve never worn a scent — it kind of puts you on this level of, like, ‘Whoa, check me out.’ ”
This is the second major fragrance created by Balenciaga’s creative director, Nicholas Ghesquiere for the label. The scent itself is created around the duality of nasty and nice. The theme of his 2008 spring collection, which involved ‘nice’ and ‘nasty’ flowers. Notes of the scent include a vetiver, amber and caladium-leaf, and a (hybrid) rose, carnation and mint.
Balenciaga scents are normally targeted towards women between the ages of 25 and 35 but the new scent, targets in-the-know young adults 18-years of age and up, making Stewart the perfect brand ambassador – she does have a large following among teens and young adults who are staunch followers of the Twilight series.
Florabotanica launches in the US this September with a one month exclusive at Bergdorf Goodman and Neiman Marcus. It will then be available nationwide at beauty counters in Nordstrom, Saks Fifth Avenue and Bloomingdale’s. The line will include 30-, 50- and 100-ml. eau de parfum sprays that are to retail for $65, $95 and $125, respectively. There will be a body lotion and shower gel included in the collection.
Florabotanica will be carried in about 300 U.S. specialty store doors. After a one-month exclusive in September with Neiman Marcus and Bergdorf Goodman, the scent is to be rolled out in October to Nordstrom, Saks Fifth Avenue and Bloomingdale’s. U.K., Canada and France will get the perfume in September with a worldwide rollout in Italy, Russia and Spain in October, followed by Australia, Germany and the Benelux countries in November.
