NEW YORK — Sarah Jessica Parker’s new fragrance, Stash SJP, has put an edge on the celebrity fragrance game.
She called the new eau de parfum “Lovely’s naughty, subversive sibling,” and her “secret” during an interview with WWD last month in her showroom for the SJP by Sarah Jessica Parker footwear brand in the Flatiron District here. She partnered with George Malkemus, chief executive officer of Manolo Blahnik USA, to launch her footwear collection two years ago, almost a decade after she introduced her first fragrance, Lovely, in 2005.
“It’s like ‘street,’ it’s like contraband. It’s the cheese that’s not pasteurized,” she said, holding up the bottle of Stash, which looks more like an old-fashioned, 100-ml. bottle of spirits than an eau de parfum.
For however lovely “Lovely” is — Parker’s most well-known scent that came out 11 years ago — Stash is anything but. It’s sexier and raw, according to the actress, who is gearing up for the premiere of HBO’s “Divorce” in October, her first TV role since the last episode of “Sex & the City” aired in 2004.
The amber color of the juice evokes the feel of whiskey, and the ripped black gaffer tape label — which mimics a piece of electrical tape — was strategically “slapped
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