Liam Payne stars in Hugo Now fragrance campaign


A new fragrant adventure is awaiting us with the newest Hugo Now edition launched at the beginning of 2020; a limited edition inspired by the power of Now! The scent is a symbol of this free-spirited and young-at-heart attitude, and Hugo partners with artist Liam Payne to inspire his peers to seize the only moment they own: Now. #MyTimeIsNow

Hugo Now follows the success of the Hugo line started in 1995 with the pillar of the collection: Hugo The collection grew over the years, offering various flankers, limited editions and art editions, of which we’ll mention Hugo Iced, Hugo Reversed, Hugo Urban Journey. The newest creation is presented and created under the license of Coty, while being signed by perfumer Frank Voelkl.


This Aromatic Watery fragrance opens with a hit of Cardamom, a spicy and fusing note combined with the biting energy of Lemon zest, bringing light and freshness to the composition. This cutting-edge freshness carries through to the heart, softened by the aromatic notes of Lavender and paired with the cooling sensation of Mint and watery Aquozone, a frozen accord providing a cold aquatic freshness. It’s a fresh, masculine dose of confidence to seize your moment, now! At the base are the elegant notes of Haitian Vetiver, both rough and soft, cold and warm, earthy and smooth for an urban masculinity. The olfactive composition of Hugo Now encourages those who wear it to discover the unknown, now! Because Now is the only time.”

Singer. Producer. Creator. Dreamer. Introducing Liam Payne, the new face of Hugo Parfums. A symbol of a generation empowered to act in the here and now, Liam embodies the Hugo spirit and encourages today’s young people to reach out and grab opportunities. Joining the Hugo family, Liam will spread an important message to his 20 million Instagram followers and others: to be the heroes of their own lives – because NOW is the only moment you own.


Speaking directly to today’s young people, #MyTimeIsNow is a call-to-action that says: Live in the present and become the hero of your own life. The new campaign film is directed by Colin Tilley and shot by Alasdair McLellan, in Berlin, a city which embodies perfectly the Hugo spirit; young, free-spirited, playful. The film itself is a big bang of powerful snapshots.

Liam Payne embraces the present moment, from his brief but passionate encounter with a young woman, played by supermodel Stella Maxwell, to appearing on stage as himself. The film is set to speak to those who shape the world they live in, for whom every day and every moment is a new opportunity.
HB H NOW 20 EDT 75mlHugo Now is crafted with a sleek minimalist design – the iconic Hugo flask-shaped flacon. Its frosted pale blue color reflects the idea that the sky is the limit if you just believe in yourself.

The newest Hugo Boss creation Hugo Now is available as 75 and 125ml Eau de Toilette at selected stores worldwide. Come into the beautiful world of Hugo Boss.






Miu Miu Fleur d’Argent


Prada’s Miu Miu brand will launch Miu Miu Fleur d’Argent, a new flanker to 2015’s Miu Miu. Miuccia Prada and perfumer Daniela Andrier wanted to insert a new, opulent note in the original composition to make it more sensual.

Fleur d’Argent is composed by Daniela Andrier as an elegant perfume that nicely blossoms with sensuality. Very seductive, sensual and feminine are just some words that describe this floral beautiful perfume. Miu Miu Fleur d’Argent opens to impress with tuberose floral notes that give the intensity and the maturity of the fragrance, calmed with woody ingredients of moss and akigalawood. The ideal behind the creation is an elegant jacket over a shinning dress.


Miu Miu Fleur d’Argent is advertised by the gorgeous actress Stacy Martin. Each Miu Miu perfume denotes the deep knowledge of the brand’s muse and refinement. Every detail of any perfume is attentively analyzed and all Miu Miu fragrances are simply irresistible and alluring. Stacy Martin, who is the face of the new Miu Miu Fleur d’Argent perfume, is photographed by Alasdair McLellan and accompanied by a film by Rebecca Zlotowski. 



The interior of the glass flacon of the new fragrance is painted in silver reminiscent of a medallion caught in ice, while this time the stopper is colored in pale pink.

Miu Miu Fleur d’Argent will be available from September as 30 and 50 Eau de Parfum.





Marc Jacobs Daisy Love

Marc Jacobs Daisy Love_Banner

Daisy by Marc Jacobs was launched in 2007 and since then it re-launches new versions with small differences. This year, Daisy Love appears as a new flanker with a new sweet/floral aroma.

For an uncomplicated floral, Daisy by Marc Jacobs has stood the test of time.

Marc Jacobs Daisy Love is composed by famous perfumer Alberto Morillas with a start of fruity/floral notes calming on a woody layer. It opens with cloudberry note along with Daisy flower calming with woody notes of driftwood and cashmere musk. The new revived fragrance smells of daises (as we’d hope), cloudberry and driftwood, replacing the vanilla muskiness of the original. Love to love Marc Jacobs’ Daisy. A whole lot of heartwarming sweetness. 


For an uncomplicated floral, Daisy by Marc Jacobs has stood the test of time. Befitting of the fragrance family, gourmand, this new Daisy is delicious. The blend of crystallized cloudberry, (an edible European fruit similar to the raspberry or blackberry) with creamy white blooms including the petals from the daisy tree, this sweet treat is warmed by cashmere musk and driftwood.

Every time a Daisy fragrance lands on my desk, the team are pumped. Considering the hundreds of perfume launches that happen each year, this is noteworthy. Jacobs wanted this fragrance to capture the attention of those flighty, easily-distracted millennials, and while it’s targeted to them with the face, model Kaia Gerber, see her video below), like all scents we believe it’s ageless.



Marc Jacobs Daisy Love_Flacon

We like that it has stayed true to the original Dais aroma, with the presence of feminine white blooms, for evening the delicious warmth from the berries and cashmere musk give this new addition to this very successful scent franchise a confident edge.

Kaia Gerber stars in the new Marc Jacobs Daisy Love campaign. Continuing her Marc Jacobs Beauty reign, Kaia Gerber is bare faced and beautiful, as usual, for the new campaign of the rejuvenated classic Daisy fragrance, Daisy Love. Shot by Alasdair McLellan, the title of the fragrance has made the campaign video quite easy, as Kaia is beachside picking petals off a daisy, ‘He loves me, he loves me not’, she wonders. We’re sure whoever ‘he’ is, loves her. Everyone does. And so she frolics in her hometown of Malibu, cradling a really, really big bottle of Daisy Love with the sun setting on the horizon over the foamy fizz of the ocean. So idyllic. Models Faith Lynch and Aube Jolicoeur join her, wearing daisy chains, holding hands, dancing, running into the sea. Oh, to be a teen wearing Daisy Love. Looks liberatingly good.

Marc Jacobs Daisy Love is available as 30, 50, and 100ml Eau de Toilette.





Kaia Gerber’s new Marc Jacobs campaign



Marc Jacobs’ latest beauty ambassador steps in front of the lens to capture a campaign so captivating yet so feminine. Watch it now…

After being named the new face of Marc Jacobs Beauty in September, Kaia Gerber is now fronting the brand’s fragrance campaign. Aptly titled Daisy, the scent is a continuation on from the perfume’s original signature notes – think Daisy Eau de Toilette, Daisy Eau So Fresh and Daisy Dream.

The 30-second campaign, shot by British photographer Alasdair McLellan, sees Cindy Crawford’s daughter mirroring the essence of the fragrance — youthful, fresh and feminine — with models Sofia Mechetner and Dillia Martins joining her in the short. The campaign also marks Gerber’s first global fragrance ad.