Dries Van Noten wins the Belgian Prize at the International Elle Beauty Awards. Dozens, hundreds, even thousands of new beauty products hit the market every day. From anti-cellulite cream to mascara and moisturiser to sunscreen. These are the best beauty products of the year according to ELLE beauty journalists worldwide. Since 2013, the ELLE International Beauty Awards have brought together beauty journalists from all ELLE titles around the world for a true ode to beauty. This year, our customer Dries Van Noten is being honoured. Dries van Noten won “THE BELGIAN PRIZE: ELLE BELGIUM’S BEAUTY MUSTHAVE”, for launching his own beauty line!
Dries Van Noten’s debut in the beauty world has been on the rise for more than three years. It involves no fewer than ten perfumes, created by ten different perfumers, who are available in the Antwerp boutique and online.
This is undoubtedly one of the most anticipated launches in recent years. And the best-kept secret the Belgian designer shared with us. The announcement that the Puig Group became the majority shareholder of the Dries Van Noten brand in June 2018 made it possible to predict the upcoming perfume launch. After all, the Spanish company, which already owns the Jean Paul Gaultier, Nina Ricci and Paco Rabanne brands, is more of an expert in popular fragrances than fashion. Dries Van Noten was one of the few designers who owed his success exclusively to his ready-to-wear.
Three years of research were needed to develop a collection of ten eaux de parfums, conceived as collisions of ingredients that one would a priori think are incompatible. In its wake, the brand also laid the foundations for a make-up line that already includes some 30 shades of lipstick. There are also body care products and accessories, all imbued with the visual universe so recognisable to Dries Van Noten. “It has been a real adventure for me, of course I know how fashion works nowadays, but beauty and perfume are totally new worlds for me.” – Dries Van Noten
The Belgian designer describes his debut in the world of perfume and make-up as “a game of creative ping-pong” with the perfumers and make-up artists who helped him develop products. The fragrances are directly inspired by Dries Van Noten’s gardens and are created as sustainably as possible. Incidentally, the perfumes also cross gender codes, in line with his fashion collections.
Like the perfumes, which are developed from contrasting raw materials, the bottles also combine totally different elements such as glass, wood, metal or porcelain. Moreover, the bottles can all be refilled. They are objects designed to last, just like the collection of accessories – sets but also mirrors and combs – that bear the house’s iconic prints.
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