House of Fraser Launches Jimmy Choo Fragrance

LONDON, February 23, 2011 - House of Fraser, the UK's premium department store, has launched the
first fragrance from luxury accessories label Jimmy Choo.

Jimmy Choo was one of the first labels to realise the selling power of
the red carpet and has been offering celebrities, and especially Oscar
nominees, customised Jimmy Choo heels for their big nights for many years.
The brand is now synonymous with the red carpet and the celebrity A-List -
including appearing in hit fashion movies Sex and The City and The Devil
Wears Prada. The luxury footwear label - which launched nearly 15 years ago -
has since expanded into luxury handbags, designer sunglasses and now, its
first perfume
(www.houseoffraser.co.uk/Fragrances+Perfumes/101,default,sc.html).

Tamara Mellon - the brand's founder and chief creative officer - is
particularly passionate about this expansion into the fragrance
(www.houseoffraser.co.uk/Fragrances+Perfumes/101,default,sc.html)
arena. She said of the launch: "Fragrance has always been part of my vision
for Jimmy Choo. To fully extend the Jimmy Choo lifestyle, enveloping the
woman with the sensuality and essence of the brand. I have always loved
wearing perfume; it's part of my identity. Now to create a signature
fragrance for Jimmy Choo expressing an aura of strength and beauty is my
ultimate dream."

The Jimmy Choo perfume
(www.houseoffraser.co.uk/null+Jimmy+Choo/jimmychoo,default,pd.html?cgid=101),
Jimmy Choo Eau de Parfum, is a modern fruity Chypre,
which is the French term for Cyprus, with a citrus top note and floral heart.
It is inspired by modern women - strong empowered, beautiful, seductive and
alluring with a confident sexuality. The scent blends exotic Tiger Orchid,
with sweet toffee and heady Indonesian patchouli.

The bottle and box are symbolic of the luxury at the heart of the Jimmy
Choo brand and reflect Tamara's personal taste for antique and modern
objects. The facetted bottle is inspired by jewel-coloured Venetian Murano
glass and is reminiscent of Jimmy Choo's many crystal encrusted shoes.

Tamara continued: "It was very important to me to create a beautiful and
precious bottle, which is an object of desire that women will want to keep
forever."

The box features Jimmy Choo's signature glamorous snake skin print in a
fragrance-friendly shade of pink.

Even the ad campaign has Tamara's personal vision of modern women
ingrained into it. It features the founder herself wearing, a pink
off-the-shoulder dress with a print that matches the snake skin of the
perfume's box, clutching the perfume bottle. As a mother, style icon and
business woman, who better embodies the style, confidence and dynamism key to
the Jimmy Choo brand than Tamara? The campaign was shot by leading fashion
photographic partnership Inez van Lamsweerde and Vinoodh.

The fragrance is available now at House of Fraser stores and online on
its website alongside Calvin Klein perfume and Yves Saint Laurent fragrances
(www.houseoffraser.co.uk/Fragrances+Perfumes/101,default,sc.html?prefn1=brand&prefv1=Yves%20Saint%20Laurent&fix&spcl).

About House of Fraser:

House of Fraser is a department store group with 61 enviable locations
across the UK and Ireland and a fully transactional website. As one of the
best known names on the high street, House of Fraser has presented customers
with an unrivalled nationwide department store for more than 160 years. The
company was acquired by the Highland consortium in November 2006 marking the
beginning an exciting new chapter in its history. The group has annual sales
in excess of GBP1.25bn and employs 6,500 House of Fraser staff and 10,000
concession staff through 5 million sq ft of selling space.
HouseofFraser.co.uk launched in 2007 and currently boasts over 850 brands and
125,000 individual products.

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    PR Contact:
    Amy Jayne Rountree
    Social Media and Online PR manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH

    +44(0)207-003-4096
    www.houseoffraser.co.uk

PR Contact: Amy Jayne Rountree, Social Media and Online PR manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44(0)207-003-4096