Diana Vreeland: An Enigma of Elegance

Diana Vreeland: An Enigma of Elegance

V chatted with Alexander Vreeland about his grandmother's legacy, the Diana Vreeland fragrance collection, and the new short film celebrating the icon.

V chatted with Alexander Vreeland about his grandmother's legacy, the Diana Vreeland fragrance collection, and the new short film celebrating the icon.

Text: AJ Longabaugh

When examining the trajectory of visionaries both artistic and editorial alike, no legacy seems to out shine or match that of icon Diana Vreeland. A powerhouse in every aspect of her life, Vreeland embodied what it means to fiercely exude elegance and influence, aspiring a standard of excellence with her work and establishing timeless candor and ideals that remain ever-relevant today.

V chatted with Vreeland's grandson Alexander about the Diana Vreeland fragrance collection, his grandmother's legacy, and the new short film celebrating the icon.

What is the story behind this collection of fragrances?

My grandmother believed in the power of dreams, defied all rules, and revolutionized everything she touched. This collection is a celebration of her life, passion and genius. We work with incredible perfumers who select the finest ingredients to create luxurious, unique scents with a long life on skin.

The titles of the fragrances are iconic words and phrases your grandmother is known for. Was it difficult to narrow down which signature statements to use?

The collection is based on two foundations:  her love of color and her unique selection of words.  My grandmother would often leave people breathless with her fabulous ideas and proclamations. Each of the fragrances pays tribute to her iconic use of language, such as Simply Divine and Daringly Different!

What characteristics of your grandmother Diana Vreeland do you find most alive in the fragrances?

Her first statement when she started at Harper’s Bazaar, in 1936, was a series of columns called “Why Don’t You?”  I believe that “Why Don’t You?!” really encapsulate my grandmother’s spirit and her belief that in life, absolutely anything is possible.

Can you describe the type of women these fragrances are made for?

A woman with a point of view.

The new campaign film is quite elegant, witty, and chic. Can you tell what inspired this style of film?

We worked with Will Kim Creative. Will is an extremely talented creative director that my wife, Lisa Immordino Vreeland, worked with on her film on Cecil Beaton and her series for M2M. We wanted to have a fresh eye on our brand story and wanted someone who could re-interpret the stories behind 5 of our favorite fragrances and bring them to life. We are very happy with the result.

What can we expect next that will continue Diana Vreeland’s iconic legacy? More fragrances perhaps?

We launched with a fragrance collection but think that my grandmother’s legacy is far broader.  We have just launched an amazing collection of candles.  Which is the perfect gift.  We want to expand into different categories of beauty.  Are you ready for Diana Vreeland lipstick?

Credits: IMAGE COURTESY OF DIANA VREELAND PARFUMS

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