INTERNATIONAL. Aramis and Designer Fragrances is pumping up the volume with a key new fragrance masterbrand from Tommy Hilfiger, called Loud, which will be launched worldwide from November. The line was devised in partnership with five collaborators, each well-known within their specific creative field: co-founder of The Hours Agency, two young perfumers, a hip packaging designer and an up-and-coming photographer and filmmaker.
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Pumping up the volume: the new Loud fragrance masterbrand from Tommy Hilfiger and Aramis and Designer Fragrances | |
Moreover, The Ting-Tings, a Grammy-nominated, critically acclaimed UK-based duo were hand-picked as the voice, sound and spirit of Loud. Band mates Katie White and Jules DeMartino wrote an exclusive song, “We’re Not the Same,” to be featured in the Loud campaign.
They also influenced the project by adding their thoughts and twists not only to the fragrances, but also to the look and feel of the advertising campaign, according to the brand.
The Loud for Her juice is described as a love song amped on adrenaline, with an “explosive rock and roll” rose. Key ingredients include lychee, rose and patchouli. Loud for Him also features rose and patchouli, offset by a tobacco note.
The packaging for Loud was inspired by the look of vinyl records. The bottles are rounded, with intricate detailing on the glass to mimic a record’s grooves. The Loud logo becomes amplified against the back of the bottle.
The bottle slides out of a black sleeve, echoing the experience of opening and listening to an album for the first time. The outer packaging has slashes of gaffer tape, as used by musicians both on their equipment on stage and on their cases.
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