Alexander McQueen releases new fragrance

Sarah Burton has debuted her first ever highly-anticipated fragrance for Alexander McQueen: Bloom at Night. 

Capturing beauty emerging from darkness, the fragrance took inspiration from three night-blooming flowers, creating a scent that embodies the essence of dark romanticism in true McQueen manner.

Strength, seduction and purity: the fusion of Sambac Jasime, Tuberose and Ylang Ylang exudes sweet yet bold complex notes accompanied by black and pink pepper, clove and vetiver. “Suddenly there was this idea of these beautiful white flowers that look fragile and delicate but have this potency. In the idea of there being beauty in darkness, there were so many connotations for McQueen,” says Sarah Burton.

From scent to packaging, every process was carefully developed and successfully executed through prestigious artistry. An antique-inspired gold feather crown adorns the bottle so gracefully, symbolising the brand’s core values of immaculate craftsmanship. “Timelessness was really important to me, I wanted it to be a bottle that would sit on your shelf among all your other bottles and not stand out but look like it had always been there,” explains Burton.

The campaign features Dutch model Maartje Verhoef, who has walked for numerous McQueen runway shows. The model is seen wearing a black ink appliqué floral custom-made Alexander McQueen dress. The visual imagery allows you to enter a world with enchanted Goth-like sequences.

Partnering with multinational consumer goods company Procter & Gamble has enabled McQueen to establish its first in-house perfume. Previously, YLS Beauté was licensed to launch two Alexander McQueen-brand eau de toilets called Kingdom and My Queen. However, they were pulled off the shelves in 2008 due to lack of commercial success.

Geneve Anderson

 

Bloom At Night is priced at £285. To purchase visit here.