The Italian design duo launches their new fragrance range in September. “Women’s personality traits”, tarot cards and their numbers are the inspiration behind this new collection.

The choice is explained by Stefano Gabbana: “The names and numbers on the bottles relate to tarot cards. Tarot is very common in Mediterranean countries and conveys the different aspects of people’s personalities.” Domenico Dolce expands: “We picked the tarot cards with the clearest, most identifiable traits such as the seducer, charmer and dreamer. We can all relate to these characters.”
And they have women and guys to match that, just look at the five fragrance list -- Le Bateleur 1 (The Magician, Tyson Ballou), L’Imperatrice 3 (The Empress, Naomi Campbell) , L’Amoureaux 6 (Noah Mills), La Roue de la Fortune 10 (The Wheel of Fortune, Eva Herzigova and Fernando Fernandes) and La Lune 18 (The Moon, Claudia Schiffer).

“We choose Claudia, Naomi and Eva for the iconic value they have in the minds of everybody,” said Dolce “They are icons,” added Gabbana, “not just for young women but older women too. Sometimes they are better known than actresses. People need to create icons, to see people they recognize.”

The advertising campaign for the new eau de toilettes was shot by legendary photographer Mario Testino in Paris. He also did a TV commercial for the collection. The company refused to discusses the budget, but in the industry it is rumoured that Dolce and Gabbana might have spend as much as $20 million on media alone.

The new D&G Fragrance Anthology is set to launch globally in September and sells for $65.