P&G Prestige has signed a licence agreement with Alexander McQueen to manufacture and sell designer fragrance products. Effective immediately, P&G will begin to develop and market fragrances under the Alexander McQueen brand name to expand its business into the fine fragrance category.
The news comes less than a week after P&G’s confirmation of a fragrance deal with designer Stella McCartney. The McQueen brand was previously present in fragrance through a licensing deal with YSL Beauté, prior to its acquisition by L’Oréal.
“Alexander McQueen has captured the imagination of the world in a unique and indelible way,” noted P&G Prestige President Joanne Crewes. “The brand has become synonymous with modern British couture and will bring its incredibly passionate and emotional point of view to fragrance.”
She added: “Alexander McQueen brings a unique perspective to the P&G Prestige portfolio. The contrasting elements of its design approach: fragility and strength, tradition and modernity, fluidity and severity is incredibly rich territory for fragrance development. This creative approach combined with our expertise in fragrance and brand building creates a wonderful opportunity for global growth and expansion. It is a tremendous privilege to partner with Alexander McQueen and to bring this incredible brand into beauty.”
“Creating a fragrance feels like a natural progression as it enhances the world of Alexander McQueen,” explained Alexander McQueen Creative Director Sarah Burton. “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.”
Burton’s – and McQueen’s – profile sky-rocketed in 2011 when she designed the Duchess of Cambridge’s wedding dress.
President and CEO of Alexander McQueen Jonathan Akeroyd noted: “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. P&G Prestige has showed such passion and belief in our brand, and coupled with their expertise and knowledge in fragrances, I am confident that this will be an exciting and successful collaboration.”
ABOUT ALEXANDER MCQUEEN
Alexander McQueen designs, manufactures and distributes two brands, Alexander McQueen and McQ, which consists of women’s and men’s ready-to-wear and accessories. The company operates in over 50 countries around the world through 41 directly operated and franchises worldwide, including flagship stores in New York, London, Milan, Los Angeles and Beijing, as well as through 300 leading department and specialty stores, including 35 shop-in-shops.
The Alexander McQueen brand was founded in 1992 by Lee Alexander McQueen where he remained Creative Director until his passing in February 2010. Sarah Burton, who joined the company in 1996 and worked alongside McQueen for more than 14 years, was subsequently appointed Creative Director of the brand in May 2010. Alexander McQueen is part of the Kering Group.
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