Lily Aldridge Is Developing a Digital-First Fragrance Line

Lily Aldridge is ready for her beauty debut. Aldridge, who is pregnant with her second child, is developing a line of fragrances based on her worldwide travels and favorite scents. The line, due in 2019, is part of a new partnership between IMG and Inter Parfums Inc., which are rethinking the traditional celebrity fragrance model as direct-to-consumer, e-commerce businesses backed by the followings of IMG Models’ clients. “We are trying to build exactly the opposite of what celebrity fragrance was for the last 20 years,” said Jean Madar, chairman and chief executive officer of Inter Parfums. “We want Lily to create the product, not our marketing people. We opened the kitchen for her, she’s cooking, she’s designing, it will have her name on the bottle. It’s quite different from other license models that we have. It’s a real partnership with the talent and the company that knows how to make product.” “We see this partnership as a great way to expand our talents’ audiences, build that 360-degree experience of personal branding, love of fashion and love of lifestyle,” said Maja Chiesi, senior vice president of IMG Models. “Inter Parfums comes with an amazing track record of quality fragrances and luxury products. It felt like a natural

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