As a brand, DKNY is all about the Big Apple. So in a way, British popstar Rita Ora is a funny choice for the new fragrance, MYNY.
In another way, of course, she’s perfect: even better known for her modern pin-up looks and street style smarts than her music, Rita signals a new direction for the brand; a little edgier, a little more contemporary, a little more…cool. It’s been more than 10 years since Be Delicious first launched, so Ora is a good choice to appeal to a new, younger market.
The ad – shot in the Big Apple, natch – is gorgeous; the bottle equally so. The clear, heart-shaped bottle is capped with a silver NYC skyline.
And the fragrance itself? A sweet, fruity floral, with a touch of spice and musk: vanilla, pink pepper, raspberry, jasmine and patchouli are all part of the mix. It’s quite a sparkling, playful scent, but the patchouli heart and musky drydown lend some complexity and depth. I like it best when it’s been warmed on the skin for a while, and the spice notes are fully revealed.
MYNY is out now, priced at €49 for 30ml, €60 for 50ml and €83 for 100ml. Check out the website for more but be warned: you could lose hours. You can take a quiz, request a sample, review the scent and, if you’ve visited New York, connect it to your Facebook to create a heart-shaped collage of your own Big Apple snaps.
Have you given this a sniff?