Following the success of its first signature fragrance, GANT Eau de Toilette, American sportswear brand GANT is proud to announce the launch of a new men’s fragrance – GANT 1949 Eau de Toilette. In partnership with E.A. Cosmetics, an incomparable fragrance composition was created that is inspired by the year the brand was founded: 1949.
“We are overwhelmed by the success of the first fragrance! We couldn’t be happier and are very excited to expand the fragrance range with two new scents. While the first fragrance has a fresh and immediate, almost sporty note, we wanted to expand the GANT fragrance family with even more depth and sophistication,” says GANT Creative Director Christopher Bastin.
Perfumer Leonardo Lucheze celebrates the brand’s founding year with an olfactory homage to GANT’s unique heritage, as the American sportswear brand celebrates its 75th anniversary. The scent was particularly inspired by an iconic piece of clothing from the anniversary capsule collection: the brown varsity jacket made of vegetable-tanned leather.
GANT 1949 is a fusion of sparkling aromas that mix with a modern leather accord and woody amber notes. The composition opens with tangy bergamot, lemon and a fruity hint of apple. The heart note combines the warm aroma of cistus labdanum with cedar wood and spicy cinnamon bark. In the base, patchouli, amber woods and musk round off the fragrance perfectly, while the sensual, modern leather accord ensures sophisticated elegance.
“GANT 1949 is more intense, characterized by musk and with a clear leather accord in the base. A hint of sweet caramel in the scent is captivating and addictive. I see this new fragrance as a big brother to the first fragrance, a little more grown-up and masculine,” Christopher continues.
Top notes: bergamot, lemon, apple
Heart notes: Cistus labdanum, cedar wood, cinnamon bark, juniper, Ivy chord
Base notes: leather accord, patchouli, ambered woods, musk
The bottle’s design was once again inspired by the iconic garment of every GANT collection – the varsity jacket, an essential part of every preppy wardrobe. The G patch on the chest of the jacket has been reinterpreted in the shape of the bottle. In combination with the limited leather jacket, the bottle also shines in warm brown tones.
The talent of the new GANT IVY fragrance campaign is Giovanni Zattera, model and friend of the brand. The photographer Arthur Delloye captures Giovanni in expressive portraits and video sequences and perfectly stages the bottle. The iconic varsity jacket and a selection of academic elements – books, sports props or the so-called locker rooms – are reminiscent of typical university life. The campaign motifs combine today’s zeitgeist with the brand’s roots.
“Working with Giovanni is fantastic. His personal style is impeccable and the way he always has a smile on his face and a twinkle in his eye makes him a perfect ambassador for GANT. I think it’s inspiring in a very modern way. There is something very sincere about him, a rare quality,” said the creative director of GANT.
