DALLAS, Apr 28, 2007/ FW/ — Ding-dong! Guess who’s knocking at your door? Renowned French couturier Christian Lacroix is going to be in Avon’s November 2007 catalog with his new signature perfumes – Christian Lacroix Rouge (for women) and Christian Lacroix Noir (for men).
Avon announced yesterday that Christian Lacroix has signed a licensing agreement with Interparfums, its worldwide fragrance licensee, to create two signature fragrances under the name of the French couturier. Both fragrances are expected to launch globally in 2007, debuting in the UK in September. In the US, Christian Lacroix Rouge will launch in November 2007, followed by Christian Lacroix Noir in February 2008.
Considered a design genius in the fashion circle, Christian Lacroix has never reached household name status in the U.S. although his fashion house is among the 10 elite names listed as a member of the Chambre Syndicale de la Haute Couture, France’s fashion governing body.
French law protects the terms haute couture and couturier. Only those who had been sanctioned by the Chamber Syndicale can legitimately call themselves couturiers and haute couture houses.
Currently, there are 10 permanent members at the Chambre Syndicale de la Haute Couture – Adeline Andre, Chanel, Christian Lacroix, Dominique Sirop, Emanuel Ungaro, Franck Sorbier, Givenchy, Jean Paul Gaultier and Jean-Louis Scherrer. There are three correspondent members – Elie Saab, Giorgio Armani and Valentino.
These 13 names occupy the lofty world of haute couture, the crème de la crème of fashion, an elite group among the already exclusive world of high fashion.
In France, the Christian Lacroix brands are sold in over 60 points of sale and and 1,000 points of sale worldwide. When Miami-based Falic Group acquired the maison in 2005, Christian Lacroix started his expansion the U.S. market, opening his first freestanding boutique in the U.S. in Las Vegas.
His collaboration with Avon is a win-win situation for both parties. For Avon, it will be bringing to its customers worldwide the opportunity to experience Christian Lacroix through a fragrance that reflects the designer’s originality, creativity, sophistication and elegance.
For the French couturier, this can very well be his road to expanding his market and becoming a household name, thus making his brand more valuable.
Commenting on his joint venture with Avon, Christian Lacroix said in a statement, “By partnering with Avon, the company whose heritage is a virtual celebration of women, I can connect with women everywhere. I envision Rouge becoming the Avon woman’s signature, one that’s utterly feminine yet mysterious and bold.”
The Christian Lacroix’s Rouge and Noir will be featured in Avon’s brochure, which is distributed through over 5 million Avon Representatives in over 100 countries.
[MARI DAVIS]
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