Page 24 - EM - Export Magazine Perfumery Edition

INTERVIEW

but it looks a bit like a spray card, making it very special.
Then there is this kind of marble, which is very Italian,
then the silver makes it a little luxurious but also punky,
so it was a nice project. We wanted to use the best parts
so that it would continue to look like a family and I hope
we were successful.

EM: How strategic is it for a fashion brand to carry
successful fragrances, especially to reinforce its
brand awareness, internationally?
JL: Absolutely strategic! I think fashion and fragrance
bounce off one another: fragrance goes into people’s
homes, it’s on your body, whereas fashion can’t always
have this access whereas fragrance is very direct. In a
way, it’s the first part of the brand that will reach the
consumer across the world so it’s really important. It’s
one of your biggest tools, that’s why it’s so important.
Only three other things get as close to you as your
perfume: your jewellery, your lover and your dog!

EM: Does the ICEBERG consumer have an age?
JL: Absolutely not! I hate ageism! I love it when I see
someone older or younger wearing the brand. I don’t
think fashion or perfume, or even jewellery, should have
an age. If you want to wear it you should be able to wear
it. The whole concept is about a designer shouldn’t really
define how people look, but offer options for people to
choose from. There are older women who have so much
style, and that should be respected and they should be
able to wear what they want.

EM: Where do you live?
JL: I have a house in London, but I spend a lot of time
in Italy of course… in any case I love travelling, I was
recently in Porto and I spent the summer in Japan and
Korea. I love to watch and observe styles all over the
world, even here in Cannes.
EM: ICEBERG has always given a lot of importance
to the men’s lines and it has been very successful EM: Some time ago, London was the trendsetter
in this from the very beginning of its fragrance city par excellence, do you think it still is?
history. JL: Yes, I do. I’m not saying that London has the best-
JL: Yes, Twice had really good figures in Italy and Germany dressed people, but they dare, and it can be a massive
and that’s why I find the project exciting: there was a source of inspiration. You are encouraged to create your
good base and some history and we wanted to build own sense of style rather than emulate someone else’s
on that. I also wanted to do something that was new style. It’s also much freer than in Milan or in Paris, for
but keeping the ICEBERG spirit alive. I absolutely loved example. I find that in Italy, people think they have to
the bottle from the time I set eyes on it and sometimes learn about style or fashion, whereas I feel I was lucky,
you don’t have to change everything: we have kept the having been born in London and attended the Royal
cap here, for example, and the bottle is the same for the College of Art that I was encouraged to find my own
men’s and the women’s fragrance. It’s still very classic style, which is the most important thing.

22 Claudia Stagno