Alexander McQueen inks pact with Procter & Gamble for fragrance

P&G Prestige is responsible for Gucci, Dolce & Gabbana and Hugo Boss fragrances.
Alexander McQueen

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.”

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