A still from The Fragrance Shop’s behind-the-scenes video of Beyonce’s Pulse NYC fragrance campaign.
Photo: Courtesy of TheFragranceShop1’s YouTube Channel
She may be rehearsing for her Super Bowl halftime performance right now, but make no mistake, Beyonce’s fashion empire doesn’t sleep while her music career is in the foreground. While you were re-watching Malia Obama photobomb her parents for the billionth time, the King Bey camp decided it was ready to make her new Pulse NYC fragrance known. Over the weekend, they released unto the world this behind-the-scenes video from the ad campaign, and it is just as windswept and glittering and rife with “Love On Top” horns as anyone could hope.
Bey explains, “I thought — now, that I am a New Yorker, and I’ve learned about how I can accomplish anything in this city — I felt it was an appropriate energy for the new fragrance.'” Pulse NYC is Miss Knowles’s perfumed homage to the Empire State, adding a third edition of her Pulse collection to her already stacked arsenal of Beyonce Parfums. For the campaign, she’s photographed by renowned French fashion photographer Jean-Baptiste Mondino and styled by the talented Joe Zee who remarks on Beyonce’s fitting, “She knows her fashion. She knows her stuff. She knows what looks good.” The new fragrance is currently sold exclusively at The Fragrance Shop in the UK at £19.99 for a 50 mL bottle, but we’re crossing our fingers for a stateside release soon!
+ WATCH THE MAKING OF BEYONCE’S PULSE NYC CAMPAIGN