Fragrance house

Azagury

Azagury is the eponymous fashion label of Moroccan-born British designer Jacques Azagury, whose first own business dates to 1975 and was relaunched in 1977. He joined the London Designer Collections in 1980 with the New Romantics collection, and the label’s public creative identity has centered on classic, fitted, sophisticated eveningwear with particular emphasis on cut and fit. In 1987, Azagury met Diana, Princess of Wales, and dressed her until her death in 1997; his work helped shape her later public fashion image, including the dresses known as the Famous Five. The label entered fragrance in 2008 with the eponymous Azagury scent, described at launch as its signature fragrance, and in 2013 introduced a six-fragrance collection in partnership with Intertrade Group, using color-coded names and presentation to translate Azagury’s visual language into fragrance. Azagury Black was identified by Jacques Azagury as his personal signature scent for black-tie occasions. In 2023, after roughly four decades of work, he retired and the historic Knightsbridge atelier closed.