Jimmy Choo Rose Passion

Jimmy Choo Launches New ‘Rose Passion’ Fragrance

Global luxury house Jimmy Choo has unveiled the latest addition to its fragrance repertoire, Rose Passion. A beautifully rich scent evocative of the glamour, confidence and audacious sense of playfulness inherent to the brand, this new fragrance captures the essence of Jimmy Choo.

Inspired by the eternal allure of the French Riviera – ‘rose’ is in fact a reference to the French translation of ‘pink’ – this glittering coastline serves as the backdrop to the Rose Passion campaign. Consider the lucidity of the blue sky reflected into the Mediterranean Sea which glistens under the sensual heat of the French Riviera while an intoxicating beat sets the mood. The view, from the edge of the magnificent swimming pool at the iconic Le Palais Bulles – a stunning architectural feat – looks out onto the magical infinity of the sea. Now imagine you’re there, feeling joyful and sexy, pleasure-seeking yet powerful, dauntless and so desirable… And then you see her; the striking Italian, Moroccan muse Malika el Maslouhi, Jimmy Choo’s latest face photographed by Carlijn Jacobs. She dances playfully and striking confident poses by the pool while the Mediterranean Sea glitters behind her; free-spirited, magnetic and empowered, she truly embodies Rose Passion.

Jimmy Choo Rose Passion

The fragrance, created by the revered perfumier Nathalie Lorson, opens with the freshness of coconut water and the rich exotic bloom of the frangipani flower. The middle notes combine the headiness of orchids with the seductive jasmine flower. The scent builds in intensity thanks to notes of sandalwood that unify Rose Passion’s myriad elements, including exotic vanilla, whose depth and power gives the fragrance a long-lasting trail. Ultimately, Rose Passion is uplifting and exhilarating, which, in the words of Lorson, ‘honours another facet of the Jimmy Choo woman – her optimism’.

Presented in a similarly considered way, the Rose Passion bottle and packaging capture the glamour and desire that underpin the fragrance. Cast in a fuchsia box with a bold textured design treatment and finished with Jimmy Choo’s brand name – a hallmark of quality and craftsmanship – the packaging is indicative of the luxury inside. This attention to detail is particularly evident in the Rose Passion bottle. Inspired by the timeless elegance of Venetian Murano glass, it resembles a beautifully cut crystal jewel; a leitmotif for the house. Meanwhile, the double fuchsia dégradé creates the illusion of a bottle glowing from within. This is topped with a slick black and gold cap, a confident finish – just like the fragrance itself.

Rose Passion is a joyous ode to the vivacious allure of the free-spirited modern woman living and loving life on her own terms.