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CEO Talks: Paco Rabanne’s Bastien Daguzan on Marrying Fragrance and Fashion

PARIS — Ever since Spanish group Puig revived Paco Rabanne’s dormant fashion business in 2011, it’s been a tale of two brands. On the one hand, its perfume division has been powered by global bestsellers like 1 Million and Invictus, which trade off an image of conquering masculinity. On the other, the women’s ready-to-wear business has got its groove back under the creative direction of Julien Dossena, who has updated its signature chain mail for the modern era. At times, finding common ground between the two has been something of a stretch, though as the Space Age brand celebrates its 50th anniversary, that is about to change, according to Bastien Daguzan, who took over as general director of Paco Rabanne fashion last year. The company has implemented a new policy, One Rabanne, that aims to unify the two branches to better extract synergies. The strategy won’t come to fruition before 2019, when Paco Rabanne is expected to unveil its first fragrance with creative input from Dossena. “Broadly speaking, we have to take the fragrances upmarket and to make the fashion more accessible,” he said. In the meantime, Daguzan aims to reset the overall tone of the brand with an advertising campaign introduced for spring,

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