The designer was obviously inspired by the exotic beaches of India, Morocco or Ibiza. Matthew Williamson Fragrance will launch in UK in May, and will hit the stores of US, Australia, Canada and Hong Kong in the early autumn.

Williamson admitted that he told the perfumer Clement Gavarry from International Flavors and Fragrances to “imagine the sort of scent Jade Jagger and Helena Christensen would wear — and take it from there.”

The scent includes bergamot, lime, neroli, tagete, ginger and cinnamon oils, a warm sand accord and schinus molle. The  middle notes are jasmine sambac, orris concrete, ylang-ylang, java oil, magnolia flower oil, rose, gardenia and living heliotrope.

The collection includes eau de perfume in two sizes, 50 ml. for $80, or 42 pounds, and 100 ml. for $105, or 55 pounds, a 200 ml. body cream for $76, or 40 pounds, and 100 ml. bath oil for $61, or 32 pounds. Juniper Brand Development, the British company that owns the license, expects U.K. retail sales to reach $9.6 million, or 5 million pounds at current exchange, in the first year.

In the U.K., the designer’s flagship and Harvey Nichols will carry the fragrance exclusively for five weeks. In July, it will roll out to an additional 450 doors in the U.K., including Selfridges, Harrods, House of Fraser, Debenhams and John Lewis.

The ad campaign with the little-known model Portia Freeman as the star was shot by Robert Jaso and styled by Bay Garnett.

The ads will be featured on subways and buses in the U.K. as well as in top fashion magazines like Vogue. Juniper said it plans to spend $750,000 on advertising in the first year.

Previously in 2002 Williamson had had some experience working with scents. He was working with London perfumer Lyn Harris on a limited-edition eau de perfume.

The designer is planning to o come to NY next week in search for a place for a Manhattan flagship, which is to be opened in 18 months.