As the sales raising nearly two fold when DAVID BECKHAM lent his body and face to Armani, the soccer superstar seems to believe that he will get the same result when he launches his own label. With his fame and charm, Beckham is very confident with his ‘market value’.

He said to Women’s Wear Daily, “I have had the idea of doing a bodywear collection for some time now. The push to do something of my own really came as a result of my collaboration with Armani. They told me that their gross turnover in 2007 was around 16 million euros [$22.7 million at current exchange] and after the campaign in 2008 it went up to 31 million euros [$43.9 million] in 2008. It proved to me that there is a real market for good-looking, well-made men’s bodywear.”

However, the idea might not have come entirely from his own. His wife, Victoria has already had her own fashion lines that gain big success. Therefore, David also gear up with Simon Fuller – creator of American Idol who masterminded the critically applauded Victoria Beckham Dress Collection – to set up the project.

The LA Galaxy midfielder said,

“It’s not my natural inclination to see myself as a brand, I’m just a person who has been fortunate to explore other interests and passions outside of the game I love. I will always be associated with my sport but I am now working across other areas that will continue long after my career has finished.”

Thanks to Simon Fuller; now David has a guarantee to have a successful venture before his retirement. The Beckham’s closest advisor also manages the business interests of designer Roland Mouret, Formula One driver Lewis Hamilton, tennis star Andy Murray and singers Annie Lennox and Carrie Underwood.

Fuller said,  ”As David’s career changes, and his playing days near an end, we will have the necessary time to really focus on the development of our business. David and I have a number of ambitious and exciting ideas in development across a broad range of categories. The next 10 years will see David evolve into being recognized, not just as an iconic sports figure, but also as an important entrepreneur.”

David Beckham new logo

First thing first, Fuller started developing the venture by creating a new logo as a uniform visual identity for the brand. He hired Alasdhair Willis – founder of Announcement Creative and husband of designer Stella McCartney – who came up with ‘David Beckham’ in Replica Pro font and a circular hole punched out of the script. The hole refers both a soccer ball and a lens or viewfinder.

Alasdhair Willis - Simon Fuller

Willis explained,  “The major challenge when creating the brand identity for David Beckham was: how do you convey through a brand mark the sheer diversity of the David Beckham world? The identity needed to represent the future of the man as well as being true to his core DNA as one of the world’s most respected and talented sportsmen. The identity needed to deliver against all these elements and at the same time be cool, relevant, desirable, versatile and accessible.”

Fuller added the David Beckham brand should be aspirational, optimistic and inclusive. “Even when he faces adversity, he does so with positivity, humility and determination, and his brand will reflect these qualities. When you have a brand born out of such distinctive and remarkable personality traits, it has so much more authenticity than a brand that is just conjured up to fulfill a gap in the market.”

The David Beckham’s Fashion Label will include underwear and perfume range. A new scent called HOMME BY DAVID BECKHAM – developed with the world’s largest fragrance company. COTY INC. – is scheduled to be released this September. Previously in 2005, the LA Galaxy Midfielder has introduced DAVID BECKHAM INSTINCT fragrance and INTIMATELY BECKHAM, a his-and-hers duo with wife Victoria Beckham which was launched in 2006.

Fragrance: David Beckham Instinct and Intimately Beckham

Victoria Beckham was very excited his husband’s plan. As quoted by Dailymail (May 20, 2011), she wrote on twitter,

“David announced today he is launching his own bodywear range!!! X”

And, to make sure everything goes in line with the plan, the father of Brooklyn (11), Romeo (8) and Cruz (5) is going to get involved in the development process from beginning to end.

“I have always worked very closely with them to give my input. I have lots of ideas for my own collections that I’m looking into with my partner, Simon Fuller, but for now my focus is on bodywear and fragrance launches coming later this year. It’s important that with my team we take our time, to make sure that each product is thoroughly researched and then launched with the opportunity to succeed.”

| Buy David Beckham Underwear|

| Buy David Beckham Instinct Fragrance|

| Buy Intimately Beckham Fragrance|

Gaspard Ulliel: “I’m not going to be the person I’m expected to be anymore!”

“Be unexpected - Blue de Chanel!”

The leading French fashion and luxury goods house CHANEL has just released its newest commercial film for its new men’s fragrance, BLEU DE CHANEL. Starred by French actor Gaspard Ulliel (of “Hannibal Rising”), the commercial was directed by the living legend MARTIN SCORSESE (landmark movies: “Taxi Driver”, “Raging Bull”, “Goodfellas” and “Departed”) with a soundtrack by the legendary rock & roll band ROLLING STONES – “She Said Yeah” (from the album “December’s Children and Everybody’s”).

Such collaboration, a match up between film director and fashion label, is not the first one in the fashion industry. Earlier, there had been David Lynch for Dior, Frank Miller for Gucci and Zoe Cassavetes for Louis Vuitton.

Created by Chanel master perfumer, Jacques Polge, Bleu de Chanel contains aromatic essences which include citrus, vetiver, pink pepper, grapefruit, dry cedar, labdanum, frankincense, ginger and sandalwood. The name is taken from a Chanel fragrance of the 1930’s. The house markets it as cologne for the young, cool, rich and beautiful – or those who think so; Bleu “embodies that greatness of a man when he chooses to be free.” It smells “enigmatically seductive”, reeking of “bold masculinity” and an “untameable, rebellious spirit.”

promotional film of Bleu de Chanel, directed by Martin Scorsese, starred by Gaspard Ulliel

Video of Ulliel interviewing the creator of Beu de Chanel - Jacques Polge about how he creates the fragrance.

Bleu de Chanel Fragrance is available in eau de toilette spray and Aftershave lotion.

Bleu de Chanel EAU DE TOILETTE SPRAY

A new, woody aromatic fragrance for the man who defies convention, and resists the ordinary every day, finding satisfaction in the unexpected. His fragrance, a provocative blend of citrus and woods, liberates the senses — fresh, clean, profoundly sensual — a signature statement of determination and desire. Be unexpected.

Bleu de Chanel Eau de Toilette, 2010

Bleu de Chanel Aftershave Lotion

Innovative splash formula briskly refreshes and helps tighten pores as it lightly scents skin with the fresh, clean, profoundly sensual fragrance of BLEU DE CHANEL, a provocative blend of citrus and woods. Imparts a comfortable, soft-to-the-touch feel to skin.

Bleu de Chanel Aftershave, 2010

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Type of Perfume

We classify perfume by the proportion of alcohol, oil, and the aromatic essence. They are:

• Eau de Perfume contains less alcohol and 10 - 30% of aromatic essence. That’s why this kind of perfume lasts longer and delivers strong scent. It is proper to use it in a night party. Your scent may compete with others.
• Eau de Toilette contains more alcohol and 5 – 20% of aromatic essence. It smells softly and lightly and last long. You can use it in each casual occasion.
• Eau de Cologne is a common type of scent and light. It contains 5 – 20% of aromatic essence. People use it after bath to refresh their bodies.

Proper Perfume for You

We may also categorize perfume from the materials used in producing the aromatic scents.

Chypre

is produced by blending bergamot, oakmoss and labdanum. You can identify this type of perfume from the smell of apricot and custard which is called Cyprus in French. This perfume suits French men who is dandy, gentle, very romantic, and cassanova. Use it in the nightday or when the day is cold.

Reference: Py by Gyvenchy

Woody

Scent of woods in South Pacific islands dominates the scents. You may simply recognize it from the smells of sandalwood and cedar. It suits you, the independent man, serious-looked, introvert and love extreme adventure.

Reference: Gucci Pour Homme by Gucci.

Citrus

The scent comes from the citrus family like lemon, tangerine, Clementine and grapefruits. It delivers dominant fresh scent. Almost every eau de teoilette use this citrus aroma. Once sprayed, get fresh. For you who is active, sporty, lively and extrovert, use it and it will get you fresh while working out.
Reference: 212 Men by Carolina Herrera.

Oriental/Ambers

The ambers scent comes from vanilla, flowers and wood blended with camphorous oil. The smell will take you to the exotic oriental ambiance. Their family suits you, the romantic but mysterious man. This perfume will complement your hot moments with her.

Reference: Armani Code/Black Code by Giorgio Armani.

Fougere

The based ingredients are lavender, coumarin, and oakmoss. You know it by the scent of spices and wood. This perfume takes some time to adapt to your body. It is proper for the ambitious young executive, classy but little bit conventional. The soft aroma will bring you inspiration.
Reference: Boss Soul by Hugo Boss.