The America's Cup is the oldest trophy in international sport, and although Prada hasn't been around for 161 years (the cup was founded on the Solent in 1851 under the gaze of Queen Victoria), the Italian fashion brand has sponsored the Luna Rossa team for seven seasons since 2000. This year Prada capitalise on their involvement with the contest by releasing a new men's fragrance named after the team, Luna Rossa - in stores 1st October 2012. Accordingly the bottle design is inspired by modern sailboats with a glassy hull and wind-ruffled sails echoed in the glass rills on the upper half of the bottle - although the reality of sailing in the cup is potentially a little less serene than the elegant flacon might suggest, as evidenced in the dramatic new ad.
The masculine fragrance will feature notes of lavender and bitter orange in the top, sage and spearmint in the heart, and ambrette absolute in the base. Available in 50, 100 and 150 ml Eau de Toilette, there will also be a matching range of grooming products. One of the iconic slogans of the America's Cup Challenge is "there is no second" - everybody wants first, and this was a clear inspiration for Prada: "Looking to the values of extreme sailing as a starting point for new ideas, the Luna Rossa fragrance evolved from the pursuit of excellence ... it is a scent with a reverence for the natural world and a passion for innovation."