Unapologetic: The Fragrance
Daniella Repetto
Unapologetic is a fragrance in connection with the audience.
Unleash your Unapologetic side with this bold and daring fragrance. Designed for those who refuse to conform to society's norms, our scent embodies the spirit of rebellion and self-expression. Join the movement and embrace your individuality with our signature fragrance.
The client:
Digital magazines with content on music, art and fashion are targeted at the Z and millennials, young people with artistic and creative concerns, digital natives who spend most of their free time on the Internet. Today, i-D is one of the most internationally known digital magazines, which has built its reputation by continually reinventing itself and being a constant source of inspiration in fashion culture.
Fragrance & Concept:
The scent notes that characterize this perfume are mainly citrus, floral, green and woody. On a sensory level, I describe it as fresh, youthful and carefree, inspiring the creation of a visual universe from which our concept arises, Acid Attitude, which refers us to a fun and carefree state of mind.
Casting & Styling:
For the casting I've looked for girls who have an unapologetic attitude that connects with values and personality of the brand.
I've made an official video based on the story, and then launch monthly capsules from i-D with interviews and various videos starring i-D artists, models and creatives. For the make-up I've used a colorful and fun style inspired by the Donny Davi's work.
Unapologetic + ID:
The perfume comes in the form of individual stickers, each one contains a single dose of perfume, so they are practical and easy to wear, but above all fun since they contain drawings with a thug and empowering style that you can stick anywhere share or even share with your friends. In addition, everything is made with biodegradable materials and that respect the environment.
With this idea we seek to make a cool and quality perfume that invites us to an innovative experience with which we can inspire, share and create a fashion that fits with the lifestyle and the concerns of the young people.
The product: Stickers
The stickers are designed with illustrations that represent different current themes, addressing feminism, sexuality and youth.
Its use begins by taking a single dose of perfume sticker, applying it to the part of the body that provokes you and to amuse, stimulate or leave an empowering message.
The materials used for the design of this perfume are biodegradable and contribute to the environment.
2020
