Lily Aldridge is developing a line of fragrances influenced by her jetset lifestyle and her favourite scents.
The California-born model, who is married to Kings of Leon rocker Caleb Followill, and has worked with the likes of Victoria’s Secret and Bulgari, will produce a range of perfumes to be sold exclusively online, as part of a new partnership between her model management company IMG and Inter Parfums Inc.
Lily’s fragrance line will mark the model’s first beauty product collaboration and she will be in charge of the product development and design for her offering, the marketing of which will include digital storytelling “linked to travel”.
“I had spoken with IMG for years about branching into the beauty world because it’s something that is so much a part of my lifestyle,” the 32-year-old told WWD. “Fragrance felt like a perfect introduction to the beauty world.”
The collection will initially include four scents, with additional releases every three months.
Lily, who is pregnant with her second child, didn’t give any details on the scents but the model shared she leans towards “florals” and is enjoying learning about perfumery.
“I’ve learned how complex that can be, whether you want something fresher or more one-note or if you want must behind it and depth,” she explained. “It’s fun to find the scents that I love and what I think other people will love.”
Her scents will be sold through an e-commerce platform next year (19), linked to the model’s social media channels in a bid to target Lily’s 5.2 million Instagram followers.
