Concept: To create a perfume range based on the four major fashion capitals. London, Paris, Milan and New York.

Audience: Young females aged between 21 - 30 years, trend set-ters and followers, those who like a change ad something dif-ferent.

Type of perfume: Create per-fumes which are based on scents, tastes and flavours which are associated with the fashion cities.

Unique selling point: The originality of the perfume scent, bottle and packaging based on fashion elements of each city. The variety of perfume and the different application methods of the range of products.

DKNY has already produced a similar concept for a perfume be delicious, so DKNY stands for Donna Karan New York, and the bottle resembles and apple as much as the scent of the per-fume.

Words which relate to fashion: Designers, mannequins, models, print, patterns, needle and thread, thimble, quotes, art, clothing, shoes, handbags, femi-nine, trends, vintage, haute, couture, cliche, blokes, labels, makeup, beauty, cosmetics, nails, hair styles, colours, hats, jew-ellery, watches, sunglasses, faux, fur, collections, vogue, street style, photography, style, iconic, network, high end, illus-trations.

London, Paris, Milan and New York - Street style at fashion week

Trends: Given that the target audience is young fashion follow-ing females, it seemed only ap-propriate to look into what the individuals are wearing which is captured in street style photog-raphy and the latest hair trends on fashion runways supplied by designers.

Models/ Icons/ Females

High fashion models: I started looking at iconic fashion models to gain an understanding about those known in celebrity culture for their rememberable faces and individual styles whether it be through choice of hair colour or difference in clothing taste.

1960's/ Patterns/ Models

Women's mainstream hairstyles ranged from beehive hairdos, the bird's nest hairstyle, and the chignon hairstyle in the early part of the decade, to very short styles popular-ized by Twiggy and Mia Farrow in Rosemary's Baby towards the latter half of the decade.

Influence: In order to develop a theme in my design concept I have decided to look into the the 1960's as this was a classical era for trend setting in fashion. Mary Quant and her statement fashion designs will inspire me to create products influenced by the 60's era as I aim to incorpo-rate elements of contemporary and vintage style sin to my designs.

Commodity - Scents based on consumers favourite alcoholic beverages

Ah & Oh - Scents stories based on men, literature and characters

For dogs only - Four fra-grances which represent four dog breeds each are unique stereo-typical characters

DSquared² - Scents inspired by designers heritage, fragrance is an outdoorsy vetiver scent