Tom Ford’s Marketing skills are “fucking fabulous”.

Some months ago, when the invitation to Tom Ford’s Spring Summer 2018 runway presentation landed on 300 lucky desks and inboxes, a little something extra came with it: his newest fragrance. But the big reveal that had everyone whipping their phones out was its name: Fucking Fabulous.

It didn’t quite break Instagram, but it certainly incited provocation, which might as well be Mr. Ford’s middle name.

The F word—or rather the F word with an “ing”—has become somewhat desensitized of late, at least when attached to a positive sentiment. (An angry “f-ing,” on the other hand, remains highly sensitized and is rather unnerving when either spat out or received.) It might have gotten Jenny Slate fired from Saturday Night Live, but no other adverb elicits as much satisfaction when preceding an adjective. We use it when we really want to drive a point home. “That was fucking amazing” or “You look fucking chic!”” It adds a proverbial punch to the sentiment unlike any other locution, so it was with unadulterated glee—for me, anyway—to see that the word had finally made it onto a fragrance bottle.

“We were sitting in a meeting smelling the fragrance and Tom said, ‘This is fucking fabulous,’” recalls John Demsey, executive group president of the Estee Lauder Companies, which owns Tom Ford Beauty. “I said, ‘Yeah, it is fucking fabulous.’ He said, ‘Well, why not [call it] Fucking Fabulous?’ So we did. It’s a descriptive. Some people talk about fragrance ingredients; we talk about how it smells.”

No really, the actual name is “Fucking Fabulous.”

Which is fabulous because, what an edgy and amazing name, we can all appreciate that our favorite expletive is now being used in an official context. I mean, we are fucking fabulous after all. I haven’t smelled it, but to be honest, I don’t need to. It’s called Fucking Fabulous, so spray me down already.

C.R.O

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