.IGGYAZALEA spoke to WWD about her beauty launch and the sound of her upcoming third album, 'End of an Era.'
Iggy Azalea launches her own fragrance today, “Devil’s Advocate,” as part of her new line Parfum De Azalea.
She’s passionate as she describes the concept for the fragrance, which has been a year in the making. The idea, its marketing and packaging were developed prior to the scent itself.“My approach was a little unique in that way, and I didn’t realize that until I spoke to the perfumer,” she said, calling from Los Angeles. “I suppose I kind of went backward, but for me, that made sense, because I wanted to develop a world of escapism.
“The reason why they were the right partner for me was because they were willing to give me ownership, first of all, of my own brand that nobody else was really willing to give me,” Azalea said. “But secondly, they really respected my creative vision and took a back seat…I have total ownership and total control.”
She was her own guinea pig, wearing different variations of the scent for a week at a time to test it out. She wanted the smell to be memorable, but not too heavy. The unisex fragrance, priced at $57 for a 50-ml bottle, is available today direct-to-consumer at Parfumdeazalea.com.
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