Alexander McQueen makes a return to perfume

By

Florent Gilles

Published
Jun 20, 2013

The Kering-owned brand has announced that it has signed a perfume licensing agreement with Procter & Gamble Prestige, the American cosmetic and hygiene group’s luxury division. Information on the release date and the duration of the agreement has not been disclosed.

The luxury label released its first perfume ‘Kingdom’ in 2003, followed by ‘My Queen’ in 2005 but both were pulled from the shelves in 2008. Since then, the fashion house has been absent from the beauty aisles. “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,” said Jonathan Akeroyd, president and CEPO of Alexander McQueen.

Sarah Burton, artistic director of the brand since the tragic departure of Lee McQueen, will be heavily involved in the creation of the fragrance. She said: “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.”

A few days ago, Kering announced that brand Stella McCartney had also signed a deal with Procter & Gamble Prestige, which also has deals with Lacoste, Hugo Boss and Gucci. Proctor & Gamble is present in 75 countries, with the Prestige division bringing in around 23% of the group’s revenue.