ALAÏA: “LOOK” CREATIVE BRIEF

AZZEDINE ALAÏA, born in Tunisia, made his name in Paris in the 1980’s as a couturier of the highest order, whose works were known above all for their sensuality and worship of the female form. Since his passing, a devoted cult following has kept his brand very much alive.

The house of ALAÏA’S signature fragrance, NUDE, references the designer’s reverence for the female body. He saw women as nothing less than “a force of nature”, and looked at their bodies, whatever their shape might be, as works of art. The Tunisian desert and the forms of its sand dunes recall forms of the human body in repose.

NUDE also references the innocence and beauty with which each of us begin our lives. We are born into a state of nakedness. It’s touch that unites us. We look. We feel. We are. NUDE.