Yohji Yamamoto Parfums will highlight its recently-created Niche collection of six fragrances at the upcoming TFWA Asia Pacific Exhibition (Level 1 N12).
As reported, the brand has been relaunched under licensee I.F.D. Fragrance Distribution, which is part of leading Russian beauty retailer and distributor Alkor Group.
Yohji Yamamoto presented the Niche range at last year’s TFWA World Exhibition. The fragrances are presented in clear bullet-shaped containers and stand-out matte black packaging, synonymous with the work of the renowned Japanese fashion designer.
The brand said it had taken the time to develop a fragrance range that was “in line with the Yohji Yamamoto DNA”.
In Asia, the brand recently secured listings with The Shilla Duty Free and is available (through Shilla) online at Changi Airport’s ishopchangi.com platform. Its ‘I am not going to disturb you’ line is available on all international Aeroflot flights.
Yohji Yamamoto Parfums Export Director Natasha Bezrukova said the brand aimed to extend its footprint in travel retail with a focus on Russia and the Middle East and inflight distribution throughout Asia.
“It’s important for us to partner with players that genuinely share our passion for the brand and strive to deliver the right brand message locally,” Bezrukova added.
“The brand narrative and topics we raise in our communication are unique. We want people to sink into the Yamamoto philosophy through our products, to help them express themselves, and fragrance is the perfect tool for that.”
