Procter and Gamble announced today that the Alexander McQueen designer label for fragrance is to be reborn under their new aegis "effective immediately". The defunct fashion designer who can be lauded for his sense of daring and theatricality committed suicide when he was 40 in 2010. He had launched in his lifetime two perfumes, his first one in 2003 being Kingdom, and his second one, My Queen, in 2005, both with YSL Beauté. P & G said,
“Alexander McQueen brings a unique perspective to the P&G Prestige portfolio. The contrasting elements of their 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.”
Joanne Crewes, President, P&G Prestige added,
"Alexander McQueen has captured the imagination of the world in a unique and indelible way. The brand has become synonymous with modern British couture and will bring their incredibly passionate and emotional point of view to fragrance,”
As the founder of the fashion house is no more, it will be its Creative Director Sarah Burton who is entrusted with carrying the forward vision of the label who will participate in the development process of the future McQueen perfumes. She said,
"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,"
Jonathan Akeroyd, President and CEO of Alexander McQueen notes that the new deal comes at a time when the fashion label has been growing in popularity. Adding fragrance to its reach will only help them widen their fan base as is its role usually.
The annoucement comes on a the very day that another brand from the P&G Prestige portfolio, Dolce & Gabbana, has been in the news as the founders of the label Domenico Dolce and Stefano Gabbana have been found guilty of tax evasion and sentenced to a 1 year and 8 months in jail, which would actually translate into a house arrest or community service, WSJ reported.
Via press release