Alexander Mcqueen is launching its first fragrance in almost 10 years, having signed a deal with Procter & Gamble. The fashion house’s first scent—Kingdom—launched in 2003, followed by My Queen in 2005, but by 2008 both had been discontinued.
“Creating a fragrance feels like a natural progression as it enhances the world of Alexander McQueen. 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,” said Sarah Burton, creative director of Alexander McQueen.
P&G Prestige is responsible for Gucci, Dolce & Gabbana and Hugo Boss fragrances, but will be working with Alexander McQueen for the first time—the previous fragrances were launched with YSL Beauté, then a division of the Gucci Group.
“The contrasting elements of [McQueen’s] design approach: fragility and strength, tradition and modernity, fluidity and severity is incredibly rich territory for fragrance development,” said Joanne Crewes, president of P&G Prestige.
“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.”