For their perfume Aire Loco which was launched in the fall of 2009, Loewe designed an advertising campaign which relies on an elaborate atmospheric build-up and a mild sense of surreal insanity.

America’s master of big-impact gowns Oscar de la Renta releases his first perfume in a decade.

Developed by Jean Marc Chaillan and Carlos Benaïm, the new fragrance has been named Live in Love, after the tattoo of de la Renta’s atelier director.

A green floral, Live in Love, is composed of bergamot, ginger orchid, hyacinth, muguet, galbanum, jasmine Sambac, orange blossom, rose, white woods, musk, amber, sandalwood, and cedar, and sells for $58 to $98.

If someone can pull it off, it’s him: German designer Karl Lagerfeld introduces an ironically self-referencing perfume next week.

Launching in European Sephora stores on October 11, Karleidoscope — which comes in a kaleidoscope-shaped bottle — features notes of violet, angelica, freesia, heliotrope, patchouli, tonka bean, and benzoin.

“I love to play with words, as I love to play with scents,” Lagerfeld told Women’s Wear Daily. “A fragrance is not made to be explained by words.

The fashion house of Valentino launches its new fragrance in September 2011. Destined to younger women, it is named Valentina.

The fragrance, inspired by Rome and Italian flavors, is developed in collaboration with Puig and perfumers Alberto Morillas and Olivier Cresp.

Freja Beha Erichsen stars in the fragrance’s ad, shot by David Sims, and accompanying video (below), shot by Johan Renck.

Discover after the jump the new Hypnotic Poison film shot by John Cameron Mitchel (The Lady Dior Saga) and featuring Mélanie Laurent…

French actress Mélanie Laurent served as a spokesmodel for Christian Dior during the Cannes film festival and is confirming her role in magazine interviews.

“We [Dior and I] seduced each other for months, and it was my agent who called me to say that we were going to sign the contract.”

German automaker Mercedes-Benz has tied up with INCC Group to create its first ever fragrance for men which is expected to be launched in early 2012.

The fragrance was launched at the TFWA World Exhibition retail event held in Cannes, France and goes on sale in the first quarter of next year.

Mercedes-Benz for men was developed by perfumer Olivier Cresp and will be available in Eau de Toilette and matching grooming products.