Belfast Telegraph

DVF celebrates Paris perfume launch

Diane von Furstenberg launched her new perfume in Paris by having 100 women dance in her iconic wrap dress.

The designer's perfume Diane was made available earlier this year, but she's been travelling the globe to promote it in various countries.

She chose the final day of Paris Fashion Week to launch it at Sephora in France yesterday, and came up with a novel way to get some publicity.

"Some 100 women sporting the designer's brightly patterned, iconic wrap dresses joined her there and danced to Chaka Khan's I'm Every Woman, drawing a crowd," reports WWD.

The flash mob - another name for a group of dancers who turn up unexpectedly in a public area and start performing - strutted their stuff on the banks of the river Seine, very near to the Eiffel Tower.

The designer then made her way to a Sephora store in the city to sign autographs for fans.

She's planning several other high-profile launches of the scent. "Tomorrow I'll be in Madrid, Monday in Lisbon, Tuesday in Warsaw and Thursday in Milan," she said.

Diane has discussed the fragrance in the past, admitting she feels many get too obsessed with packaging and don't spent enough time perfecting the smell of their fragrance.

"There are so many perfumes out there with beautiful bottles and pretty celebrities behind them but they've forgotten about the juice and the power of the perfume," she said.

"Fragrances have existed since antiquity and, certainly for me, a perfume is a woman's weapon of seduction."

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From Belfast Telegraph