Vince Camuto Taps Ava Phillippe to Front First New Fragrance Launch in Five Years
With Phillippe and Wonderbloom, licensee Parlux aims to capture the attention of Gen Z fragrance consumers.
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With a new floral-fruity fragrance and an “It” girl ambassador, shoe brand Vince Camuto is setting its sights on Gen Z.
The shoe and accessories brand has tapped Ava Phillippe, model-actress daughter of Reese Witherspoon, as the face of its new Wonderbloom Eau de Parfum, which retails for $98 and is infused with pear leaf, white freesia, rhubarb and sandalwood Australia notes.
The launch marks Vince Camuto’s first new fragrance launch since 2019, when it tapped model Jasmine Sanders to front its Illuminare Eau de Parfum.
“Wonderbloom is this evolution that builds on our longstanding partnership with Vince Camuto — it’s a new, elevated offering that emboldens the values of younger consumers and Gen Z,” said Lori Singer, president of Parlux, the licensee of Vince Camuto’s fragrance arm since 2010.
Phillippe, who has previously worked with beauty brands Pat McGrath and Biossance, “embodies the Wonderbloom girl, and the way the youth naturally connect style and fragrance,” said Singer. The executive did not comment on sales expectations for Wonderbloom, though industry sources think the fragrance could rack up between $10 million and $15 million in first-year sales.
Crafted by Firmenich perfumer Clement Gavarry, the fragrance is now available direct-to-consumer and at Macy’s, and will roll out to Amazon, Belk and other retailers.
“I started to get into fragrance in my late teens and early 20s,” said Phillippe, who graduated college at UC Berkeley in 2022 and has since embarked on a slew of modeling, photography and other creative endeavors. “My [vision] for my career is constantly evolving; I love to try new things, experiment with my creativity and where it will take me.”
She describes Wonderbloom as “a very whimsical, floral experience; it has a lightness to it where it’s subtle, but at the same time it’s like, ‘who smells like that?'”
The Wonderbloom campaign and bottle design both take cues from the fragrance’s floral composition, with the shoot paying homage to “almost a modern-day ‘Alice in Wonderland,'” while the flacon is adorned by a “larger-than-life” flower petal cap, said Singer.
“The synergy between the bottle, the campaign and the fragrance itself is this invitation for women to embrace the extraordinary; to live boldly and fearlessly,” she continued.
“The campaign itself, in showing me in an unedited state with every piece of me that makes me who I am — it feels representative of a lot of girls and women who are more than one thing and are more than what’s expected of them,” Phillippe said.
