The beauty arm of Gucci group YSL Beauté has launched the first product from its new promising brands division. Kingdom, a female fragrance under the name of the British designer Alexander McQueen, will be available in stores worldwide on March 17. A very special date, since it's McQueen's birthday that day.

The scent, created by Jacques Cavallier of Firmenich (also the creator of Poeme, the successful fragrance from Lancome), is a rich blend of bergamot, mandarin, neroli, cumin, rose, vanilla and myrrh. The bottle, created to look like a heart, is made of ruby-colored glass encased in a stainless steal half shell. Patrick Veillet designed it in collaboration with McQueen.

YSL Beauté reinforces the romantic and literary themes of the perfume with an outer packaging of white paper and a red seal, reminiscent of a love letter. An inscription of the first line of the poem 'Kingdom', by US poet Jorie Graham, also features on the carton. The new emerging brands division also plans to launch fragrances under the Ermenegildo Zegna and Stella McCartney names.


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