Haute 100 NY Update: Jay Z To Unveil First Fragrance at Barneys

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Famed music mogul Jay Z has already announced his luxury collaboration with Barney’s department store, but it looks like the unveiling of “A New York Winter” will be even bigger than expected! The coveted collection already includes a Shawn Carter for Hublot watch, a Balenciaga black leather backpack, a Hoorsenbuhs’ 18-karat gold double ring and various pieces from designers Proenza Schouler, Rick Owens and Moncler.

But the highly-anticipated collection will also feature Jay Z’s very first fragrance, a cologne for men called “Gold.” “For the 30 days before Christmas, it will be impossible not to know he has a fragrance,” said Donald J. Loftus, the president of perfume company Parlux Ltd. After turning down thousands of potential names, Loftus said Jay Z walked over to the fragrance, picked it up and declared, “This sh*t is Gold.”

Proceeds from “Gold” and all other items in “A New York Winter” will go to the Shawn Carter Scholarship Foundation, which benefits underprivileged youth.