“You know, one day I said, ‘Oh my god, this is fckng fbls.' And I thought, ‘Why don’t we just call it that?’”

Ford, unsurprisingly, is fully cognisant of the potency of such a marketing message. (In fact, he uses the word “potent” several times over the course of our conversation to describe everything from a handbag to an advertising campaign.) “Even if the fragrance was not good, our customer is looking for a gift at Christmas for somebody who has everything... it worked in a lot of ways,” he says. “And it is a good fragrance. It is fckng fbls.”

— Tom Ford on the name of his latest fragrance. Read more at Tom Ford: What's Next at Business of Fashion. Hat tip to David!