Vera Wang talks fragrance, celeb wedding gowns, and feeling Lovestruck

Vera Wang's new Lovestruck fragrance is now available in stores. Photo courtesy of Coty
Vera Wang's new Lovestruck fragrance is now available in stores. Photo courtesy of Coty

Vera Wang is almost synonymous with weddings and romance. She's dressed tons of celebrities for their big day, including Chelsea Clinton, Jennifer Lopez, Jennifer Garner, Ivanka Trump, Mariah Carey, Sharon Stone, Victoria Beckham, Alicia Keys, Uma Thurman, Kate Hudson, Hilary Duff, and most recently, Kim Kardashian. In addition to expanding her fashion empire via collaborations with David's Bridal and Kohl's, Wang has launched several successful and adored fragrances. The latest scent, called Lovestruck, was inspired by a modern day twist on "Romeo & Juliet" and features "Gossip Girl" starLeighton Meester in the ad campaign. We caught up with Wang to discuss her latest perfume, irresistible romance, celebrity wedding gowns, and how she's become a household name.

Shine: As someone who is particularly famous for bridal wear and clearly knows a lot about romance, has it been a natural progression to launch fragrances?


Vera Wang: No question, that's sort of how it began. But I'm also a story teller and someone who loves a story. I think if I hadn't become a designer I probably would have become a filmmaker because I really love the thinking and the feelings that go on behind a story. Each of my fragrances have been about a very specific girl and a very specific time.

S: So what story are you telling with Lovestruck?

V.W.: Lovestruck is about being carried away and transported beyond even your own ability to control your emotions. It's about being powerless. There's something so romantic to me about that abandonment and letting yourself go, no matter where it's going, and in this week of weddings I'm living through it's really almost the opposite of weddings. Weddings are a very public expression of your most private feelings about someone. Lovestruck is you're just totally out of control, consumed, and there's nothing you can do about it. That's what makes it so exciting. There are a lot of fragrances that have to do with love, but this was love in a very visceral way.

S: The bottle is very striking as well. How did you come up with it?

V.W.: I wanted it to be sensual and female but not girly. We worked on the bottle cap for nearly two years, and I think it's sort of goth. I mean, there is a bit of twilight in the darkness of the flowers. The nail polish [written on the bottle] is all about girls and their obsession with their nails and youth.

S: About that dark bouquet-do you think this is a modern look for a certain type of bride?

V.W.: I definitely could see this as an edgy wedding bouquet, but this is not a wedding fragrance by any means.

Vera Wang poses with her latest muse, Leighton Meester. Photo by Getty Images
Vera Wang poses with her latest muse, Leighton Meester. Photo by Getty Images

S: What made you choose "Gossip Girl" star Leighton Meester for the campaign?



V.W.:
Leighton's not a very obvious beauty to me and I think that's why we chose her. She has an air of mystery, and she's unpredictable, and she has that bit of seduction. I had been looking through a lot of girls in Hollywood and I needed an actress for this. Particularly for the television component because you really have to emote and elicit emotion from people and you have 15 seconds. I really felt it was more about an actress than a model.

S: How did you go about creating the scent?

V.W.: I don't ever like a fragrance that's identifiable like it's grapefruit or chocolate or coconut. There are many people who do those fragrance businesses. For us it's always in the old French school of a blend and you're not exactly sure what all the elements are but you hopefully like the scent. [Laughs] You have a feeling rather than "oh it's coffee." We do a lot of work and run around testing them on my daughters, my friends, and my office. Oddly enough in the end we all end up agreeing.

S: What natural scents do you consider romantic?

V.W.: I love vanilla and I love coconut, but it's been done a great deal and it certainly wouldn't have been appropriate for this where we're talking about sort of the dark side of love, or obsession. So this wasn't the moment for my particular faves. [Laughs]

S: Your fragrances are a great way to get a piece of the Vera Wang experience without splurging. You've also recently teamed up with more affordable retailers like Kohl's, David's Bridal and Zales. Why do you feel it's important to also offer items at a lower price point?

V.W.: I think it's important that fashion isn't intimidating for people. And I think it has been in the past. The democratization of fashion is very important because really what fashion is engaging is trend and youth and newness or it wouldn't be fashion. Even if you're doing something retro you have to bring something new to it.

S: Can you tell me about your upcoming collection for New York Fashion Week?

V.W.: Well, you'll see. It's a little bit psychedelic.

S: You have created such an empire! What is your advice as a businesswoman in terms of branding yourself?

V.W.: I love giving advice for younger people, and I think if you really love anything whether it's film or art or music or fashion you should really work for someone else first. You're getting paid to learn, and you're finding out whether it's really for you or not. Branding is [about] trying to bring something unique to a world that's saturated with media and finding that little area or starting point. That's going to be the biggest challenge, but it forces you into much more creativity.

S: What types of things inspire you?

V.W.: It really depends. Inspiration could start with what I'm feeling, something I've seen, a film that influences me, something we've designed, a piece of music. For Lovestruck I sat around on Christmas holiday at the beach and I wrote down 100 names for a fragrance. Actually there was a fragrance I really wanted and nobody would do it. But we all decided Lovestruck was the one to do. That other fragrance idea may be the next one!

S: I know you've agreed to not talk about Kim Kardashian to give her privacy, but what did you think of Kate Middleton's gown?

V.W.: I think she looked worthy of being the future Queen of England and I think that is her job description. And I think she was there to prove to the world that she wasn't a fashion victim or a fashionista, just a very responsible young woman who understands what's expected of her. She looked elegant, she looked very classy and dignified, and I think she did a beautiful job.

S: Can you see a more traditional style like Kate Middleton's coming back in style?

V.W.: When you look at the brides this summer like Kate Middleton, Kate Moss, Dylan Lauren, and Kim Kardashian, I think that each girl has individuality, and that's what I find exciting. That they're not cookie cutter. Each one really has the courage and the fashion freedom to express who they are on their wedding day and there is no one formula. I think we're all influenced by trends, but these brides were all her own person and that's important to remember.

Related links:
The best mass retail wedding gowns (video)
Gorgeous new options for wedding dresses
Vera Wang's collection for David's Bridal is almost here!