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Fashion

Boss Parfums Unveils New Dimension To The Boss Woman

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Boss Parfumes unveils New Dimension to the Boss Woman

Introducing BOSS MA VIE Pour Femme

BOSS MA VIE Pour Femme is the new fragrance for women from BOSS Parfums, available from 1st October, 2014. Following the successful launch of BOSS NUIT Pour Femme and BOSS JOUR Pour Femme, BOSS MA VIE Pour Femme completes the trio and reveals a new dimension to the BOSS woman.

BOSS MA VIE Pour Femme was inspired by an element of the BOSS woman’s life that until now has gone unnoticed. It draws on the pleasure she feels when she chooses to step out of her day to day routine, slow down, loosen up and simply enjoy a moment for herself. The fragrance captures the intimate essence of her independent spirit, releasing the indulgent and fulfilling sensation of simply savouring life – her life.

Jason Wu, Artistic Director for BOSS Womenswear, inspired the fragrance campaign with his vision of a new, modern femininity across key aspects of BOSS MA VIE Pour Femme, including the wardrobe design and flacon shade.

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BOSS MA VIE Pour Femme – Modern Femininity

For the campaign styling, Jason Wu created a tuxedo that perfectly complemented Gwyneth Paltrow’s personal style, emphasizing her beauty, strength and femininity, and allowing this to shine through. The tuxedo, a piece that will be part of Jason’s Wu first BOSS Womenswear collection, stayed true to the confidence of the BOSS woman, combining femininity and sensuality with its beautiful tailoring and elegant textures – a new modern style for the
BOSS woman.

“The idea of putting Gwyneth Paltrow in the most impeccable tailoring, which is in our DNA at HUGO BOSS, was key for BOSS MA VIE Pour Femme. There’s nothing more chic and powerful than a tuxedo, and so the decision was easy to put her in our version. The key element in pulling off the look is beautiful tailoring, a great shape and a confident woman, and we’ve got all three here. – Jason Wu, Artistic Director BOSS Womenswear

In addition to the tuxedo, Jason Wu chose other outfits for Gwyneth Paltrow which will be revealed throughout the PR campaign. These styles perfectly complement the varying dimensions of the BOSS woman and represent the modern feminine aesthetic that is Jason Wu’s vision for BOSS Womenswear.

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“I think I would style a tuxedo similar to the way that we’ve done it in this campaign, I love that there’s a white silk scarf with it and very high heels. And the tuxedo is tailored with I like that it’s a low-V so you have some skin, it makes it very feminine.”

BOSS MA VIE Pour Femme – Gwyneth Paltrow

The new dimension of the BOSS woman is perfectly demonstrated in BOSS MA VIE Pour Femme ambassador Gwyneth Paltrow. Like the BOSS woman, Gwyneth Paltrow exudes confidence, which is evident in the way that she wears the attire, the way that she walks, her posture and the scent that she chooses to wear. But for the BOSS MA VIE Pour Femme campaign, Gwyneth Paltrow embraced the opportunity to reveal a more intimate side with a concept and feeling that resonated deeply with her.

“I am so happy to be part of the launch of the third female fragrance from BOSS Parfums, BOSS MA VIE Pour Femme. I love the concept behind the fragrance and that it represents a time to pause and take a moment. I have these moments every day where I think how beautiful life is. It’s those moments that are so simple and so pure, and that really connect you to your heart.”

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Gwyneth Paltrow, BOSS MA VIE Pour Femme Ambassador

“The BOSS woman is about success and powerful femininity and those are the qualities that I see very much in Gwyneth Paltrow. The concept behind BOSS MA VIE Pour Femme is about confidence in a woman, and I thought Gwyneth Paltrow embodies the role perfectly.” – Jason Wu, Artistic Director BOSS Womenswear

BOSS MA VIE POUR FEMME – The Fragrance

BOSS MA VIE pour Femme was inspired by the independent spirit of a woman as she pauses to indulge in the simple moments in life; a walk home at dawn, the sun on her skin, the touch of a flower. It is in these moments, when truly treasuring life that the BOSS MA VIE Pour Femme woman is at her most captivating, exuding a glow of femininity and confidence. Fresh, indulgent and fulfilling, the unique perfume and ingredient composition invites you to take the time to really treasure and savour each moment.

“Creating BOSS MA VIE Pour Femme was a hugely exciting process. We were inspired by the astonishing contrast in the Bolivian desert of the immaculate white salt, the intense blue sky and the stylized green cactus island with its tender pink blossoms. This sensation inspired us to create an uncluttered, refined perfume around the cactus blossom, aiming to reinvent and modernize floral green notes with a delicate pink twist. Exceptional ingredients were carefully balanced, blending the green freshness of the cactus blossom with refined pink floral notes to enhance the composition’s vivid luminosity. The addition of cedar wood softly grounded the perfume without losing its captivating clarity. The result celebrates strength, beauty and life.” – Will Andrews, Fragrance Creation Team Procter & Gamble Prestige

Top – Modernity: Cactus Blossom

Top notes of cactus blossom accord capture the invigorating green freshness of the uncompromising desert plant, providing a unique and modern element to the fragrance. Known to demonstrate unconditional love of life in any condition, the essence evokes a lively and uplifting brightness, igniting the BOSS woman to fully live her life and take pleasure in the moment.

Heart – Femininity: Pink Floral Bouquet with Rose Bud

A blooming bouquet at the heart of BOSS MA VIE Pour Femme unifies the key florals of BOSS NUIT Pour Femme and BOSS JOUR Pour Femme, with a tender and soft pink feminine twist. Suave pink freesia and jasmine petals were blended with delicate rose bud, creating a natural floralcy. Often perceived as tender and delicate, rose buds carry the concentrated strengths of the densely layered, pure core of an immaculate rose, providing an elegant sensation of softness with strong femininity.

Base – Confidence: Cedarwood

The intense warmth of sheer woods and cedarwood forms the base of the fragrance. Known to encourage an attitude of confidence and ease, it inspires the BOSS woman to take a moment to herself, grounding her with a heightened awareness of her feelings and surroundings.

BOSS MA VIE POUR FEMME – The Flacon

Featuring the same elegant flacon design as BOSS NUIT Pour Femme and BOSS JOUR Pour Femme, but with a change in attitude, its delicate mellow pink shade contrasts with the sleek darkness of BOSS NUIT Pour Femme and the simple, light design of BOSS JOUR Pour Femme, creating a balance between the BOSS Parfums collection of fragrances for women. The crystal lid is precision cut, representing the attitude of BOSS MA VIE Pour Femme, and the gold band adds a modern element to the feminine flacon.

Prices :

BOSS MA VIE Pour Femme Eau de Parfum 50ml AED305
BOSS MA VIE Pour Femme Eau de Parfum 75ml AED390

In Stores October 1st

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