Azzedine Alaïa is known for doing the unexpected. He shows when he wants, delivers his collections when he feels like it but it sounds like the designer has decided to take a more conventional approach to business in light of his recent expansion effort.
Late last year the brand confirmed that it would open its first flagship in Paris since the 90s and now it announced that a beauty range is on the horizon too.
According to WWD, the brand has just signed a cosmetics deal with Beauté Prestige International to launch a perfume “that interprets my work and my world.” The company has helped launch successful fragrances for everyone from Jean Paul Gaultier and Narciso Rodriguez but despite the news of his expansion plans, the news of a fragrance launch comes as a surprise.
While many labels have jumped on the whole beauty bandwagon in recent years, Alaïa has always been a brand that has steered clear of following the pack, even when the trend has been to expand into lucrative areas like diffusion lines and accessible sister ranges. It’ll be interesting to see what he comes up with.