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Reed Krakoff's Genie in a Bottle

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Today in WTF-ism: Coach's senior VP and executive creative director Reed Krakoff is launching his first eponymous Reed Krakoff-branded fragrance—and it's going to be $695. According to The Cut, only 400 bottles will be produced. They will be available only at Reed Krakoff stores, and will be be packaged in different colored glass bottles. "What a lot of women want is something that not everyone can afford," Krakoff said. We say: Want? Also, we say: How many classic Coach bags can you buy with $695? [The Cut]