Next month sees the launch of DKNY’s latest feminine fragrance, DKNY 24/7. According to the brand, “[it] is not just a fragrance; it’s a celebration of the relentless optimism, unlimited confidence, and effortless cool that defines a new generation. This scent is a tribute to those who live life with no limits, always ready, always on the move, and always on – just like DKNY and New York itself.”
Jean Madar of license holder Inter Parfums told WWD, “We took over the license almost two years ago, and we’ve put a lot of attention on two segments: one is Donna Karan Cashmere Mist, for which we introduced the Cashmere Collection, and the other is DKNY with Be Delicious. We’re now introducing this new pillar called 24/7.”
He added, ““Be Delicious was launched almost 20 years ago and it’s still relevant […] We sell one bottle worldwide every two minutes. But now, it’s time to look at another pillar.”
The fragrance was created by DSM-Firmenich Principal Perfumer, Frank Voelkl and contains notes of pink pepper, rhubarb, Captive Quincester, rose centifolia, tuberose, Indian jasmine sambac, Upcycled Cedarwood, Upcycled Sandalwood, Upcycled Musk, and Ambrox Super.
The packaging of DKNY 24/7 is said to reflect the city itself: “The hourglass-shaped bottle stands as a symbol of the continuous flow of time in the ever-active New York, representing the dynamic transition from day to night and back again.”
The bottle is finished in a chrome silver coating, a tribute to the iconic architectural elements of the city’s skyline.
UK model Georgia Palmer stars as the face of the campaign, which has been created by long-time collaborator of the brand, Trey Laird, and celebrates the perpetual pulse of New York City. Photography was captured by Dan Jackson, while Theo Stanley headed the video campaign.
The fragrance is already available in the US, and will be available in the UK from next month as 30ml, 50ml and 100ml Eau de Parfum.
