PARIS — Parfums Azzaro has signed a long-term partnership agreement with The Porsche Design Group, a subsidiary of the famed carmaker that produces Porsche brand accessories, to create and distribute men's fragrances.
Financial terms of the deal were not disclosed.
The first Porsche scent under the new fragrance brand is expected to be introduced in early 2008. It will be sold through the distribution network of Groupe Clarins, Parfums Azzaro's owner.
Executives at Azzaro and Porsche Design were effusive in praising the new agreement.
"The strong emotional brand values of Porsche Design, as well as the expertise of the Porsche Design Studio, are the ideal platform for the launch of new fragrances: clear and linear shapes, finest traditional aspects of perfumery, together with the modern technology of the packaging will allow us to join and enhance the lifestyle of Porsche Design," said Gerard Delcour, president of Parfums Azzaro, in a statement.
Added Siegmund Rudigier, president and chief executive officer of the Porsche Design Group, in the statement, "Our new fragrance line for men will strengthen our luxury product portfolio and is therefore an important step for our brand."
The Porsche Design Group, based in Bietigheim-Bissingen, Germany, is a subsidiary of Porsche AG and has a business focused on men's accessories. The company is currently widening its offer through licensing agreements to include electronics, furniture, fashion and sports products.
Paris-based Parfums Azzaro generated over 95 million euros, or $121 million, in sales last year. More than 91 percent of its business is rung up from products for men.
The Azzaro-Porsche partnership is the latest in a fleet of beauty-carmaker deals. Lotus recently signed on Distinguished Fragrance Brands Ltd. and Riviera Concepts creates Hummer fragrances, to name but two.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast