Diane von Furstenberg Packs “All the Power I Have” into New Perfume

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Diane von Furstenberg's first scent in eight years, "Diane", will be unveiled this weekend, and subsequently launched in stores starting in September, WWD reports. The perfume will debut at a 30-day Bloomingdale's exclusive in NYC, then will hit shelves at Nordstrom and Sephora nationwide.

The designer explained her motivation in returning to the scent game:

“People forgot about the power of perfume and the magic of perfume. Perfume has been used since antiquity to seduce.” She added, “It is about emotion; it is memory and addiction. I want to bring that back,” she noted, adding “everything I have learned and all the power I have is in this bottle.”

The fragrance seems steeped in intensity, with a formula that blends rich, feminine florals with deep and "mysterious" notes of violet, plus myrrh, musk and patchouli.

According to the report, the Diane fragrance is just the beginning -- another perfume and, potentially, a line of cosmetics, are set to follow.

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