The brand, previously called Annick Goutal, aims to grow its footprint in the niche fragrance category.
Some 500,000 pounds worth of deals were struck during the BFC, Beckham visit.
The fusion would lead to synergies and a wider target group focus for both fairs.
The unprecedented designer exhibit originated in San Francisco and is on view through Jan. 6 before heading to Frankfurt.
Guests included New Wave director Agnès Varda, who revealed she sends Alessandro Michele photos of “exceptional potatoes.”
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