Photo: Fragrantica

Parisian fashion house Balenciaga have just launched a brand new scent – ‘B. Balenciaga’ – with a new campaign fronted by rising model Anna Ewers. Opening up on the fresh new fragrance, the label’s creative director, Alexander Wang, has said that he wanted to create something quite new and was aiming for an “iconic” vision so that it would also become timeless:

”I didn’t want to base this project too much on the past, but also wanted it to be iconic to the brand. I want it to stand the test of time.”

Speaking on how he decided on a direction to take for the perfume, Wang says that he realized he wanted to make a very simple and pure scent that would sum up what Balenciaga is essentially about, while also including a personal touch by the designer. He explained how it came about:

”It took a lot of soul-searching, but I really wanted to do something quite pure, as I see it as a step forward for the house. It was exciting working on the scent and going to the essence of the brand, to its DNA, and to also combine that with my vision.”

The designer has a busy year ahead as he is also expected to launch a highly anticipated collaboration collection with H&M later this year. He said that he is looking forward to reaching a new audience through the designs:

”This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle.”