Fragrant Float

“It’s a great American tradition. We’re an American fragrance. It’s a great way to celebrate.”

That’s how Fred J. Hayman, chairman and chief executive of Giorgio, explains why he commissioned a 65-foot float for the Tournament of Roses Parade to commemorate the 25th anniversary of his Beverly Hills boutique and the fifth anniversary of the company’s fragrance.

In keeping with the 98th-annual parade’s international theme, “A World of Wonders,” designer Raul Rodriguez fashioned the float after the fountain of Apollo at Versailles. Four classical figures will be covered with silver leaf, eucalyptus foliage and carnation petals. They’ll be surrounded by pools of sea lavender and cattails of white orchid. The float’s centerpiece will be a three-tiered fountain with cascading water simulated by delicate lilies, irises and orchids.

Around the base will be a border of Giorgio’s distinctive yellow and white stripes, fashioned of more than 28,000 Masterpiece roses.

The float--titled “A World of Elegance”--will feature models wearing eight gowns designed especially for the event by the likes of Bob Mackie and Thierry Mugler, whose garments are sold at the Rodeo Drive store.

Although Giorgio’s entry in the Beverly Hills St. Patrick’s Day parade spurts out the well-known scent along the parade route, the company will let the natural floral scent of its Rose Parade float speak--er, smell--for itself.

Hayman said he has been a fan of the parade for “many, many years” and once proposed that Beverly Hills have an entry. “That never came to be,” he says. “I thought this was an opportunity.”

It’s not unheard of, certainly, for a retailer to have a float in the parade. Two years ago, Bullock’s department stores had an entry, and Pasadena stores frequently participate. Represented in the 59 floats this year will be Baskin-Robbins, Carnation, Catalina Swimwear and Dr Pepper.

William B. Flinn, spokesman for the Pasadena Tournament of Roses Assn., notes that any kind of company may enter a float design for consideration. “We have three banks involved this year, for example,” he said, adding that most floats are from cities and nonprofit organizations.

Hayman says he views the parade as “just a fun thing to do” but adds that “I hope we win an award, too.”