Tory Burch's new fragrance, Sublime, entails the designer's creative philosophy and a campaign starring Kendall Jenner.
marks a new pillar for the beauty business — and new creative territory for the designer. Called Sublime, the scent will debut atboutiques, as well as on its website, Monday. Prices range from $35 for a travel spray to $155 for the 90-ml. size.
Burch has been focused “on the creative process and the craftsmanship of everything we do,” she said, since her husband Pierre-Yves Roussel assumed the chief executive officer role at her company five years ago. Via email, he noted the commonalities between the Tory Burch brand and Sublime follows the launch of the Essence of Dreams collection in 2022. “We are exceeding our own expectations in terms of what the collection is doing for us, and it has set the stage for all things Tory Burch Beauty, especially as we’re about to embark on what we’re doing with Sublime,” said Emmie Salaj, global general manager of Tory Burch Beauty.
Other collaborators include artist Malin Ericson, who designed the refillable bottle. “I wanted an abstract, three-dimensional take on our Ts,” Burch said, referencing the brand’s logo, which sits askew on the cap. “I wanted it sculptural, architectural and artistic. The off-kilter was representative of where we’re taking the brand and its evolution. It’s not straightforward, you reinvent yourself, it’s doable, and that’s the message I wanted to give women and men.
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