Having also taken the Stella McCartney license on board, P&G will begin to develop and market fragrances under the Alexander McQueen brand name to expand its business into the fine fragrance category.
"The [Alexander McQueen] brand has become synonymous with modern British couture and will bring their incredibly passionate and emotional point of view to fragrance," said Joanne Crewes, President, P&G Prestige.
"Alexander McQueen brings a unique perspective to the P&G Prestige portfolio. This creative approach combined with our expertise in fragrance and brand building creates a wonderful opportunity for global growth and expansion.”
The signing of the Alexander McQueen fragrance license is consistent with P&G Prestige's strategy to grow the business with strong brands with global leadership potential.
The company says that Alexander McQueen is complementary to P&G's existing designer fragrance portfolio and expands upon their strong luxury fragrance brands.
Jonathan Akeroyd, President and CEO of Alexander McQueen said, "With the growing popularity and interest in Alexander McQueen, signing a fragrance license was a natural development for the house in expanding our product offering to reach a wider audience.”
“P&G Prestige has showed such passion and belief in our brand, coupled with their expertise and knowledge in fragrances, I am confident that this will be an exciting and successful collaboration."
"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," added Sarah Burton, Creative Director of Alexander McQueen.