A great designer, an agitator of ideas, Paco Rabanne was one of the first to challenge preconceptions in fashion and then the delicately cosy world of fragrances.
Excess, audacity, innovation are the values which have built this brand identity with its unique positioning, a positioning defined as “the Daring attitude”. Paco Rabanne made a strong statement in the world of fragrances in 1973 with the creation of Paco Rabanne pour Homme, the essence of virility and seduction, a true classic.
Successes followed on from this – XS, Ultraviolet and more recently Black XS, Black XS for Her and in 2008 1 Million, each project reflecting the talents of the designer, always at the cutting edge of trends, always in the momentum, always surfing on the “daring attitude”.
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