For all the amazing, luxurious designs Azzedine Alaïa creates, he's always been a bit on the outside when marketing his brand. He holds runway shows only when he feels like it, spent 20 years without a dedicated store, never created a true "It" bag, doesn't have an actual working website, and hasn't licensed his name to beauty or home products. That's all to his credit, of course. It takes a very talented designer to achieve the level of success he has without resorting to those marketing methods.
However, as he works his way through his third decade as the captain of his own design house, it seems Alaïa has warmed to the idea of creating a signature scent and cosmetics line. WWD reports today that, indeed, Alaïa has signed a licensing deal with Beauté Prestige (which also works with Narciso Rodriguez, Elie Saab, and many others) to create a fragrances and beauty products that he says "interprets my work and my world." A website, a store, and now beauty collections — Alaïa is becoming quite the marketer. It only took him a lifetime.
If his scent collection hews to the Alaïa pedigree, you can expect tall prices and some very, very covetably sophisticated perfumes. Same with the makeup. We can't wait to try it all. (WWD)