Azzedine Alaïa set to launch a fragrance (and maybe cosmetics too?)
Following in the footsteps of Issey Miyake, Jean Paul Gaultier, Narciso Rodriguez and Elie Saab, Azzedine Alaïa has signed a fragrance and cosmetics license with Beauté Prestige International, reports WWD.
Alaïa has been designing fashion for more than 50 years, but this is his first foray into cosmetics and fragrance. “Beauté Prestige International corresponds perfectly to the spirit of the Alaïa house,” said Alaïa. “I am delighted to work with them in launching this new project. I have total confidence in Beauté Prestige International to accompany me in creating a perfume that interprets my work and my world.”
Alaïa is notorious for his continued success while remaining outside the mainstream fashion fray, opting to present collections on his own schedule and within the privacy of his own studio space. However, we suspect that BPI won’t let the launch of Alaïa’s forthcoming fragrance be an off-the-grid affair.
Something else to consider: Perhaps the designer is ready for a return to the public eye? Last year it was announced that Alaïa was opening his first store since 1992. The store—which will open in March—is rumoured to have an address only for “those-who-know” but in the era of all things being instagrammed and tweeted, it could be hard to keep it under wraps.
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