One reason why we love Marni is that from season to season, the fashion house always knows what it’s doing to stay on top of (and even create) the trends. This year, we’re learning that this characteristic will be taken off the runway and onto beauty counters in the form of the luxury brand’s first fragrance for women. With this new project, the Italian design house that is known for innovation and new ideas gets to take its creativity to a new level. Marni’s main goal is to meet the satisfaction of their consumers— and so far, it sounds like the brand knows just how to do that.

The label, along with its licensing partner, tapped into the consumers themselves to see exactly what it is they want out of designer fragrances. The results? Turns out that what buyers really want from their favorite designers is a scent that is truly innovative and unique— something totally different from the monotonous celebrity fragrances that contain the same department store scent. Surprisingly, with this information, Marni went with a commercial floral-fruity scent, but gave it some spunk with a blend of raw spicy and woody notes. Intense rose oil and incense give the juice an unexpected element that is both modern and bold.