Prada breaks out of gender stereotypes with new fragrances
Les Infusions de Prada
Prada aims to redefine the way we experience fragrance with the introduction of its Les Infusions de Prada line of six scents. Developed by Daniela Andrier for Prada, who herself has admitted that: "Gender-based products are very cliché-oriented." The line consists of three pre-existing scents and three new ones: Iris, Iris Cèdre, Fleur d'Oranger, Vétiver, Oeillet and Amande. The new approach breaks down the tired gender barriers that products such as fragrances have so adamantly adhered to for so long.
Jose Manuel Albesa, chief brand officer at Puig, Prada's licensing partner, has earmarked a select 500 or so stores and boutiques worldwide to stock the fragrances, he insists that Les Infusions de Prada are "for a premium consumer," so keeping its exclusivity is a key part of the approach.
Galeries Lafayette and Printemps in Paris will be the first to carry the complete Les Infusions de Prada line, and El Corte Inglés in Spain and Harrods and Selfridges in the U.K will follow not long after.
Miuccia Prada has paid maticulous attention to the colouring of these bottles, that all occupy a different hue from the same pastel scale, adding to the appeal and exclusivity and moreover, the gender neutral appeal of the product.