Simon Holloway - Jimmy Choo launch second perfume

Jimmy Choo have unveiled their second fragrance.

The iconic shoe brand's new perfume, Flash, is set to hit stores next spring and is being billed as the ultimate accessory for a glamorous night out.

Simon Holloway, the company's co-creative director, told WWD: ''Jimmy Choo is a brand which was born in shoes and grew up on the red carpet. This fragrance plays naturally to that concept.''

Creative director Sandra Choi explained it was ''about having a sparkle, being multifaceted and confident and outgoing'', a stark contrast to their first fragrance, Jimmy Choo, which was launched in January 2011 and is ''very much sensual and intimate''.

The delicate white floral scent has top notes of pink pepper and strawberry, a heart of tuberose, jasmine and white lily, and a drydown of heliotrope and white woods.

The eye-catching bottle is as much as part of the aesthetic as the scent itself, and the shoe maestros hope it's dazzling, light-reflecting exterior will become as coveted as their latest pair of stilettos.

Sandra added: ''We want women to feel as excited as they do when they buy a pair of shoes or a handbag. It looks like an old-fashioned flashbulb.''

A simple 70s chandelier was the inspiration behind the design and the stud-encrusted flacon and glittery sales box were intended ''for a silver-ball feeling''.

Jimmy Choo's fragrance total business is expected to gross almost $115 million in 2013.


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