FLASH : Anultra-modernwhite floral

The Story / Introduction

Anticipation. Build-up. Excitement. Those heartbeat moments every woman feels whilst getting ready to go out for anevening of unadulterated fun. That's where this story begins. IntroducingFLASH, the second fragrance from Jimmy Choo.  

Jimmy Choo Creative DirectorSandra Choi had a distinct vision for the Jimmy Choo FLASH muse and the emotions shewanted the fragrance to evoke. According to Choi, “FLASH is about the cool rush of excitement and the sense of powera womanfeels when dressed in a pair of sexy shoes. Its character, which is both heady and effervescent, captures this perfectly.”

FLASH is a solar floral, based around a bouquet of white flowers.It is both effervescent and sensual and evokes the promise, excitement and high octane atmosphere of going out. FLASH is about the thrill of the red carpet, the fun of the nightclub, the glamour of dressing up. It captures a moment of sheer hedonism where adrenalin and confidence collide.

Encased in a luxurious, shimmering, crystal faceted bottle, reminiscent of a paparazzi flash bulb, FLASH is for the glamorous, urban woman. At once provocative and a little bit naughty, she challenges convention; she's a risk taker, charming, audacious and magnetic.

The Fragrance

FLASH is a white floral with a character that is effervescent, carnal and provocative. The perfumer, Christine Nagel says, “I created FLASH for the self-confident, urban Jimmy Choo woman: sexy,rebellious and sophisticated. I imagined the sound of her heels, clicking on the streets of New York, London and Paris.”

The fragrance opens with pink pepper, tangerine and strawberry, for a fresh, sparkling introduction. As these glittering top notes evaporate, heart notes of strong, exotic white flowers, with a tuberose signature enriched with notes of jasmine and white lily, reveal a heady, sexy character. A base of white, powdery woods gives a lasting impression that is both seductive and sensual, but never too much. “As a brand, Jimmy Choo is so resolutely feminine that the perfume hadto have a sensual background. I used white woods, a contemporary note that gives a feminine, sophisticated touch but maintains luminosity,” says Nagel.

“Christine Nagel is a modernartist in fragrance. Her olfactory vernacular is the definition ofcool, but her sensibility is always ultra-feminine and luxurious,” says Choi.

Key Ingredients

• Top Notes:  Pink Pepper,Strawberry
• Heart Notes:  Tuberose, Jasmine, White Lily
• Base Notes:  Heliotrope, White Woods

The Bottle

“We see fragrance as another accessory, we want womento feel as excited as they do when they buya pair of shoes or a handbag,” says Choi.

The bottle was inspired by a modernistchandelierfrom the 1970s,and references a paletteof crystal, lucite and metal.  In keeping with the FLASH story, it was designed to play with light and gives a shimmering mesmerising effect. Its angular, architectural flacon,seemsencrusted with small glass studs on three sides.

Recreating the reflection of a crystal, the bottle's faceted caphas a sleek metalband, adding to its luxurious finish. The colour of the bottle takes its inspiration from the ultraviolet lights of a nightclub and alludes to the flash of apaparazzibulb. It is at once cooland electric.

The glitteringbox has an almost diamond like lustre, and when it hits the light, it is like a million miniature paparazzi flashbulbs. The sparkling finish also reflects the effervescent spirit of the fragrance itself. 

The Advertising

The campaign captures a moment of insatiable and hedonistic behaviour. We witness model Natasha Poly reclining on a club floor, relishing her role as the centre of attention. She's luxuriating in the aftermath of a moment of unabashed excess. “It's about living the moment, pushing the boundaries whilst retaining a dangerous allure,” says Choi.

The campaign was shot by leading photographer Steven Meisel. “He is able to perfectly capture the mood of luxury and glamour, while revealing a hidden sense of fun and the forbidden,” says Choi. “Natasha Poly's smouldering good looks can't help but spark attraction, but they also have acool, slow burning sexiness”. The model's look and spirit embodies the Jimmy Choo woman:international, confident and beautiful.