Jessica Simpson‘s latest fragrance ads are sexy, of course, but there’s a deeper meaning behind her ethereal look. The designer made sure each detail of the new campaign was symbolic of what the scent means to her before shooting the sunlit ads — and now she’s sharing an intimate look at the unfinished photos.

Her large feather earrings echo the feather detail on the bottle, and she carried that theme throughout the ads, selecting a white plume-covered Oscar de la Renta design for the shoot. “Feathers can represent a spiritual evolution,” she tells PEOPLE. “I know I have evolved into the woman who I am today. Fragrance plays a strong role throughout a woman’s life and when we recognize a distinctive smell we can be instantly transported to another time or place.”

Courtesy Jessica Simpson

Aside from her growing business, Simpson’s personal life seems to be in a very happy space. The mom of two married Eric Johnson in July, so this year marked the perfect time to launch her perfume. “I really wanted to have a signature scent out there that represented where I am in my life, as a mom, a wife, a designer and who I am as a person,” she says.

Courtesy Jessica Simpson

Shop the star’s perfume here. What do you think of the sexy ads? Are you excited to test out her scent? Share your thoughts below.

–Brittany Talarico