Alexander McQueen devotees, rejoice: the label is re-entering into the world of fragrance.
In a real coup for fans, the British brand – headed by Sarah Burton – has signed a licensing deal with P&G Prestige. Work is to begin ‘immediately’ on translating its unique form of luxury into a new scent for both men and women, release date TBC.
‘Creating a fragrance feels like a natural progression as it enhances the world of Alexander McQueen,’ explained Burton as the deal was announced this afternoon. ‘I'm very excited by this opportunity to collaborate with P&G Prestige, to work together to create a scent that captures the unique sensibility of the house.’
‘With the growing popularity and interest in Alexander McQueen, signing a fragrance license was a natural development for the house in expanding our product offering to reach a wider audience,’ added Jonathan Akeroyd, president and CEO of Alexander McQueen. ‘P&G Prestige has showed such passion and belief in our brand, coupled with their expertise and knowledge in fragrances.’
Super-fans may recall two former McQueen-branded scents – Kingdom, which launched in 2003, and My Queen, from 2005; both were created in conjunction with YSL Beauté and have since been discontinued.
For its part, P&G Prestige is understandably thrilled to be adding McQueen's ‘unique perspective’ to its portfolio.
Says its president Joanne Crewes: ‘Alexander McQueen has captured the imagination of the world in a unique and indelible way. The brand has become synonymous with modern British couture and will bring their incredibly passionate and emotional point of view to fragrance. The contrasting elements of their design approach: fragility and strength, tradition and modernity, fluidity and severity is incredibly rich territory for fragrance development.’
Move over, Our Moment: this is one bottle we’ve already earmarked for pride of place on our dressing tables.