THROUGH HIS EAU DE PARFUM, AZZEDINE aLAïA ONCE AGAIN ESTABLISHES BEAUTY
AS AN ABSOLUTE. IN A TRULY BAUDELAIREAN GESTURE, HIS ENCHANTED WORLD
PREVAILS AS AN INFINITE INVITATION TO JOURNEY.
(CLICK ON THE NAMES IN THE PICTURE)
The story of Alaïa’s perfume is also the story of a fruitful collaboration between Alaïa and BPI (Beauté Prestige International). BPI has initiated numerous privileged partnerships with some of the world’s greatest fashion-designers who created legendary, internationally reknowed perfumes. Nathalie Helloin-Kamel, CEO of BPI International, contributed to the project both her expertise in the world of beauty and her decades-long experience in the realization of creators’ perfumes.
Paolo Roversi, one of the major fashion photographers of his time, describes his technique as a series of substractions. “You say goodbye, you smile, you are scared. I try to take all these masks away and, little by little, subtract until you have something pure left. A kind of abandon, a kind of absence.” A true jeweler of light, with this photo, Roversi created a genuine paradigm of Beauty.
As for musician Nicolas Godin, he composed the music of the film. From his architecture training, he brought a real talent in crafting sounds, at the crossroads between electronic music and psychedelic rock. He accompanies the emergence of Alaïa’s eau de parfum with his surprising notes, echoing the olfactory pyramid which we are discovering today.
The story of Alaïa’s perfume is the continuation of a decades-long connivence, of an infallible friendship between Azzedine Alaïa and Carla Sozzani who has followed the creator’s career for decades now; together, they planned the creation of the eau de parfum; together, they refined its elaboration, step by step.
With his choice of a cold-hot surprising accord, with his decision to offer a shock, an olfactory surprise, Alaïa remains himself, time and again. Once more, he steps in as a pioneer, opening the gates to unexpected feelings.
Guinevere van Seenus, the top-model born in Boston, provides her gothic, arousing and slightly androgyn beauty for the advertisement photo of the perfume.
The bottle? It has been conceived by designer Martin Szekely who wished it to become “a fetish object dedicated to women.” Following his Black Mirror – pure, compact and strange – Szekely created a body of heavy and precious TRANSLUCENT BLACK GLASS.
But the story of Alaïa’s perfume is also the fruit of an unexpected encounter – that of a young woman perfumer, Marie Salamagne, from the new generation of Firmenich perfumers. Among many projects submitted to Alaïa, only that of Marie caught his interest. With his scarce original intuition, once again, the creator found himself at odds with the fragrances of the time. “The accord requested by Monsieur Alaïa,” Marie Salamagne states today “is a true oddity, it has nothing to do with what is currently offered.”
Julien d’Ys, who invented beautiful and oneiric hairstyles for numerous fashion shows, is also a photographer and a painter. In this case, he did not concentrate so much on the hair itself, but rather on imagining the idea of a coiffure. He is responsible for Guinevere’s gorgeous golden hair and golden collar.
AZZEDINE ALAÏA METICULOUSLY AND PERSONALLY CONTROLLED EVERY SINGLE DETAIL,
TAKING ADVICE FROM A TEAM OF EXPERTS WHO, AROUND HIM, THRIVE ON EXCELLENCE.
ONCE AGAIN, CLOSE FRIENDS AS WELL AS MORE RECENT ONES -SUCH AS NATHALIE,
NICOLAS, PAOLO, CARLA, GUINEVERE, MARTIN, MARIE, JULIEN- .
IN MENTIONING THE MULTIPLE FLOWS WHICH CONSTITUTE THE ALAÏA UNIVERSE.
IF MR. ALAIA'S EAU DE PARFUM WAS BORN FROM A CHILDHOOD MEMORY - “A BUCKET OF COLD
WATER THROWN AGAINST A WALL OF SCORCHING CHALK” - AND THE FRESHNESS
THAT LIES THEREIN, THE NEWLY CONCEIVED EAU DE PARFUM BLANCHE IS ANCHORED IN ANOTHER
EPISODE RISING FROM HIS LABYRINTH MEMORY - A VISIT TO THE ALHAMBRA OF GRANADA.
FOR MR. ALAÏA, WHITE REMAINS, ABOVE ALL, A CONCEPT REFERRING TO LIGHT, ARCHITECTURE, RIGOR.
ONE DISCOVERS THIS IN HIS WHITE COTTON SHIRTS OF IMPECCABLE CUT,
WHERE ONE IS DRAWN TOWARD HIS SCIENTIFIC MASTERY. THEIR SIMPLICITY
IS NOT BORN BY CHANCE.