Giving, humanity, kindness and dedication are words synonymous with Frontline F, so when this stylish package arrived on my desk I didn’t hesitate to tear it open to see what little gem was inside.

Azzedine Alaïa is one of those people for whom giving will always be more important than receiving. This “aristocrat of generosity”, as his muse, client and friend Arletty described him, has always given without any thought of reward.



He gifts the women he dresses with confidence and grace. He welcomes his friends and employees to his kitchen table every day at his Marais headquarters, making mealtimes an opportunity for fostering friendship and enjoying Parisian society life, far removed from any sort of convention. He regularly opens up the gallery in his huge atelier with its glass-ceiling and lends out his picture rails.

Though miles away from his native Mediterranean, Azzedine Alaïa has never lost his love for a celebration and his deeply-rooted attachment to community. Far from it, he has made it his life’s focus. As though the adventure of creation can only happen through teamwork. And only has meaning when shared with the people he loves.

“My fragrance is the complex architecture of the most paradoxical sensations that the most wonderful encounters in my life have brought me, explains Azzedine Alaïa.

When referring to his perfume, once again it is generosity that comes to the Couturier’s mind. What could be more natural for him than to make a gift of it to women, and in doing so, renew his declaration of love?


So what does it actually smell like?

The nose behind the fragrance is young and talented Marie Salamagne. She works for brands such as Giorgio Armani, Guerlain and recently created Incense & Cedrat for Jo Malone.

Salamagne was given the task to create a well blended perfume in which none of the ingredients are recognizable. Vogue described the fragrance as to capture Alaïa’s childhood memory of putting cold water onto a very hot wall; the humidity, and the balance of cool and warm notes.

alaia-paris-edp-generous-fall-2016_50-ml_packshot-2It begins as a spicy fragrance and then sensual, lightly smoky, musky and a little powdery direction which is very pleasant and unique. Alaïa Eau de Parfum screams luxury, confidence, intimacy and sophistication. What I really loved is how the scent stayed on my skin especially in the warm and humid Middle East climate.

To celebrate this art of generosity, ALAÏA PARIS Eau de Parfum is adorned with a complimentary couture wrapping featuring the geometric Alaïa Perforations, the signature of the designer’s fashion which now becomes an iconic adornment.

The magic of giving takes on its full meaning, packaging turns into art and the box, a gift unto itself

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