Marni to Launch Fragrance

marni launching fragrance
Photo: Imaxtree
A look from the Marni Fall 2011 runway

Get a whiff of this!

Marni is the latest label to hit the fragrance counter, inking a deal with Estée Lauder to create its first-ever scent, Women's Wear Daily reports.

Due to roll out as early as Fall 2012, the as-yet-unnamed scent will be a reflection of designer Consuelo Castiglioni's tastes ... which seem to skew dark and mysterious.

“I personally like woody fragrances, with a touch of incense, but never too penetrating," Castiglioni tells WWD, adding that it was "the right moment" to enter the fragrance category.

The venture also makes sense for Lauder, which sees its licensing deal with the Italian label as a way to tap into the European market.

“We are strategically aligning our portfolio,” says Veronique Gabai-Pinsky, global brand president of Aramis and Designer Fragrances division of the Estée Lauder Cos.

"This is an effort to further develop a European business, particularly in the high-end of the market. ... This is not about launching a new fragrance every year. It’s about doing it strategically and complementing our existing portfolio with non-competing brands.”

They have some competition, however, in the form of Madonna and Tory Burch, both of whom are said to be in talks with Coty about launching their own respective scents. How ever will we choose?