RED MOON RISING. Prada apparently has a knack for going to the extremes.
In 1997, for example, Prada’s CEO Patrizio Bertelli and a partner founded a crew that would later compete for America’s Cup—one of the world’s most prestigious sailing competitions—on a whim. In 2000, team Luna Rossa, or “red moon,” won in its first attempt. This year, Prada celebrates the sailing team by naming their new men’s perfume Luna Rossa. The notes revolve around lavender, which admittedly has been used by many other fragrances. But here, the ingredient is pushed to the edge. Other notes (clary sage, spearmint nanah, ambroxan, ambrette absolute) are also given modern interpretations, creating another winner for Prada.