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 IVY Eau de Toilette. In collaboration with E.A. Cosmetics, a unique fragrance was created inspired by the East Coast of the USA, where the brand was founded in 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.
In his second GANT composition, master perfumer Nicolas Beaulieu invites you on an olfactory journey to the renowned universities on the American East Coast and their majestic, ivy-covered campus buildings that reveal centuries of history.
GANT IVY is an amber fougère masterpiece with the iconic ivy accord and the purest wood essences. Top notes of black pepper and tangy PamplezestTM give GANT IVY a dynamic liveliness, while clary sage provides aromatic depth. In the heart note, ivy, geranium and cedar wood combine to create an elegant warmth. The long-lasting base notes of patchouli, vetiver and a modern SaffianoTM leather accord complete the intense appeal of the fragrance.
“GANT IVY has many herbal elements, with notes of sage, ivy and rounded off by vetiver and patchouli in the base notes. I see this new fragrance as a big brother to the first fragrance, a little more grown-up and masculine,” Christopher continues.
Top Notes: Black Pepper, PamplezestTM, Clary Sage
Heart Notes: Ivy Accord, Geranium, Hay, Cedarwood
Base notes: Patchouli, Vetiver, SaffianoTM
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 keeping with the name “IVY”, the bottle shines in deep ivy green.
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.
