Carine Roitfeld is popping up in New York City.
In February, the CR Fashion Book founder unveiled her newest venture, Carine Roitfeld Parfums, a collection of seven genderless fragrances inspired by fictional lovers from around the world. On May 5, Roitfeld will bring the scents to New York via a pop-up designed by Etienne Russo, the fashion show producer.
"It’s very difficult to talk about perfume. People don't get it," Roitfeld said. "When you have a story to tell, it’s exciting to buy a perfume. When I was doing fashion stories, there was always a story behind the fashion. I’m not a film director, I’m a storyteller."
Roitfeld's pop-up opens at 158 Mercer Street for one week. Activations include a panel discussion on fragrance, hosted by Roitfeld, and a Mother's Day brunch, hosted by Roitfeld's daughter, Julia. On opening day, 200 limited-edition T-shirts, made in collaboration with Yeezy, will be handed out between 2 and 4 p.m. Roitfeld will be on hand to sign them.
The pop-up aims to drum up excitement surrounding the launch of Roitfeld's fragrances, which will be available exclusively on Net-a-porter starting May 6. "Not a lot of people have smelled" the fragrance, said Roitfeld, who hopes to uphold the greater reputation of French perfume.
"In France, perfume is something very serious, you know. It’s not just something you can change all the time," she said. "Usually we offer a perfume to someone and it means something important, it’s not just a trend. It’s a very big thing, so I hope I keep the reputation of the French perfume and that my perfume are very good quality."
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