One Direction to unveil fragrance in SeptemberThe British-Irish superstars have announced details of their upcoming fragrance, Our Moment. 

Bandmembers Louis Tomlinson, Niall Horan, Liam Payne, Zayn Malik and Harry Styles hosted a special event at ‘The Gherkin’, the Swiss Re skyscraper in London, to unveil the new fragrance, named after the song “Moments” on the group’s first album. 

Created by Firmenich, the juice is packed with fruity notes (pink grapefruit, wild berries and redcurrant) and is rounded out with musk, woods and white patchouli. 

The scent will get an exclusive UK launch at Harrods on August 25 and roll out to the rest of the UK from September 9. Elizabeth Arden also aims to launch the scent in the US from August 25.

“We’ve loved every step of creating this special fragrance for you, our incredible fans. We are very proud of it and hope you love ‘Our Moment’ as much as we do. Thank you so much for always being right there for us. We love you xx 1D” said the band in a handwritten note pasted to the perfume’s dedicated site ( 

Eager customers can already pre-reserve online, £21/US$35 for the 30ml, £29/US$45 for 50ml and £39/US$55 for 100ml, although there’s no need for an upfront payment. 

One Direction star Niall Horan also uploaded his own video from the press conference advertising the scent:

Popstar perfumes have been big business for years, and 2013 has already seen fragrance releases from Katy Perry and Adam Levine of Maroon 5, who created his debut ladies’ scent, Adam Levine for Women