Surprise! Alaïa Is Going to Launch a Fragrance

Photo: Stephane Cardinale/Corbis

Azzedine Alaïa is one of those designers so revered and beloved by the likes of Carine Roitfeld, Grace Jones, and Stephanie Seymour that he gets to do what he wants, when he wants. Back in the nineties, his collections were shown to private clients on the Tunisian designer's own time, in his own showroom in the Marais. He managed to steer clear of commercial marketing, refused to launch a signature fragrance, and never bought into the whole concept that A-Dubs might indeed run the fashion world. However, according to WWD, Alaïa recently signed with Beaute Prestige International on a fragrance and cosmetics license. What changed, Azzedine? The company that is already responsible for Jean Paul Gaultier's perfume-bottle torsos and Issey Miyake's iconic nineties scent will now be responsible for a fragrance we never thought would exist. Dreams do come true. So long as it smells nice.