Diane von Furstenberg is joining the perfume game (clearly she thought if Justin Bieber could do it...) and has been chatting about the theory behind it.
The floral woody fragrance will be called Diane, and as it's namesake explained, will be the 'power of women' in a bottle. "I wanted a perfume that reflected womanhood - what I know, what I feel about being a woman - and the power that we all have that we can be the woman we want to be," she said.
And the designer seemed to have a little dig at the cheap, throwaway celebrity perfumes that have saturated the market over the last decade.
"I feel like in the past 10 years, people have forgotten the magic that a perfume can have, and the power that it has," Diane said. "And therefore, I definitely wanted to do something powerful and seductive, without being aggressive."
Powerful and seductive it sounds too, with frangipani and violet - we can't wait to try it.