December 21, 2010 14:42 ET

Flash Mob is the New Black for Launch of NADA Signature Fragrance and New Online Shop

Dancers Take to the Streets to Launch the Fashion Label's New Fragrance

TORONTO, ONTARIO--(Marketwire - Dec. 21, 2010) -

Editor's note: There is an image and video associated with this release.

NADA is a women's wear label known for testing the limits of both fashion design and fashion collection presentation. So it is (almost) no surprise that Nada Shepherd, who launched innovative custom-designed prints and a 3D fashion film already this year, opted for a ScanLife-wearing, groove-dancing flash mob to kick off a new fragrance. NADA Dancing Day took to the streets of Toronto with more than 60 dancers, an 80s-style boom box, the Rolling Stones and samplers wearing mobile-app-friendly barcodes distributing vials of a sexy new NADA fragrance.

"I was really inspired by the fluid movement of our flowing fabrics and the seductive air of our new fragrance — dance is a natural pairing of the two. So we worked with the Ryerson Dance Program, to create something really interesting," says Nada Shepherd, Creative Director and founder of the self-named women's wear label. "The NADA signature fragrance is for women who are looking for something a little edgy, a little interesting, and a flash mob builds into an amazingly exciting personal experience, just like our fragrance. It's dark and sexy just like the music and movement our choreographer Missy Morris put together" says Shepherd.

Missy Morris is a graduate of the Ryerson Dance Program, housed in the Ryerson Theatre School, and is passionate about the unique possibilities of dance in non-traditional brand marketing, so she jumped (literally) at the chance to work with NADA and bring the seductive attitude of the brand's signature fragrance to life with movement. Morris hand-selected a group of over 60 dance students and choreographed a 100-second dance number that starts with just three dancers and sinuously layers in performers to the Rolling Stones' Sympathy for the Devil

The group was flanked with over 20 fashion marketing students wearing ScanLife barcodes on branded t-shirts sampling the NADA fragrance to the entertained audience. The ScanLife barcodes linked directly back to the fragrance page on the new ecommerce site, and entices fragrance lovers to enter to win a personally signed bottle of the NADA fragrance by sending an email titled "Enter Me to WIN!" to

"The NADA fragrance is complex but cohesive, just like the performance," says Shepherd of her personally-crafted scent, "It draws emotion, makes a woman smell good enough to eat – and what happens next is up to her."

The nose of seduction

The NADA fragrance has a spicy, oriental-musk undertone of honeysuckle, ginger and saffron, and finishes with seductive top notes of lotus flower, amber and jasmine. Blended by custom perfumery Aromachology, the NADA fragrance is available in the new pop-up store in Toronto's Bayview Village and online across North America at for $149 per 100mL/3.4oz bottle.

A material girl living in a cyber world

The self-named fragrance is another first, in a long line of firsts for NADA in 2010. From the futuristic fembots in a first-ever 3D fashion short film showcasing her fall/winter 2010 collection, to the brand's first brick-and-mortar pop-up retail space in Toronto's esteemed Bayview Village, Shepherd is committed to constant innovation for her brand. The latest of which is the new cyber-shop featuring signature pieces of the NADA Shirt collection, the NADA fragrance and diffusion brand nadanuff online at and

About NADA and nadanuff

NADA is a women's wear label designed by Nada Shepherd, and created to offer fashion-forward choices to stylish professionals and fashion-conscious women everywhere. Each garment is designed to fit real life, and give women the opportunity to look assertive, strong and sexy in everything they do. The carefully crafted pieces, each with a little bit of interest to give a wardrobe a unique and personal touch have become favourites among celebrities like Nelly Furtado, Gayle King, Jeanne Beker, Tara Spencer-Nairn, Jully Black and Mel C, just to name a few.

nadanuff is the diffusion brand of NADA, and offers fashion-forward jersey separates. The colourful and accessible collection makes it possible for a woman to build a fashionable wardrobe with accent pieces that allow her to look exactly like who she wants to be.

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Contact Information

  • For more information, high resolution photography
    or to arrange interviews please contact
    Fiona Keeshan