From High Fashion to Art installations and exhibitions, living environments and leading global fragrance brands, Azzi influences how we smell, manipulating our emotions and senses. From prestige atmospheric scents to the every day product, we all are surrounded by her creativity.
Originator and current creator of the award winning Agent Provocateur Parfum and perfumed beauty collection, Azzi has also created and collaborated with Alexander McQueen, award winning Nicole Farhi Men and Women’s Signature Parfum, Lucy in Disguise with Lily Allen, Hugo Boss, Jean Patou, Liberty Home collection, and Jasper Conran Man and Woman followed by the award winning Home fragrance range for Jasper Conran, Jack Wills, Monsoon, Accessorize, Space NK, Topman’s signature fragrances and grooming range and Illamasqua’s ‘Freak’ to name a few. Azzi has also created bespoke fragrances for art exhibitions, including ‘Daydreaming With James Lavelle…’ at London’s Haunch of Venison Gallery and Kylie Minogue for the V+A Museum.
In 2007 Azzi launched her own pioneering skin and body care brand INA Crystals with co-founder and make-up artist, Mary Vango. Having worked with and International Fragrance House for the past twenty years, Azzi has gained unquestionable expertise in the fragrance and beauty industry.
“In creating a scent there is an entire process, I give attention to every last detail from concept, formulation, design, packaging, marketing and PR to ensure that dilution does not affect this perfect source of energy.”
Her interest and passion for all that is fragrant began in India where she discovered through exotic flavors and colours the power of layering scents. She had an intrinsic early awareness that fragrances have the power to evoke emotions, and can be associated with a place or person to awaken memories and feelings. Determined to return to the roots of fragrance and not simply create bland formulations dictated by marketing campaigns, Azzi chose to start her own fragrance company Agent Provocateur Parfum with Joseph Corre and Serena Rees (founders of Agent Provocateur lingerie). This drive and vision has already won her four coveted Fifi awards and has heightened her profile. Her expertise and knowledge is highly sought after, and she has been featured in numerous publications worldwide including iD, British Vogue, Marie Claire, Marie Claire Italia, WWD, US Vogue, Wink, Grazia, The Independent magazine, The Observer, The Sunday Times, GQ, ES Magazine, The Telegraph, NY Times, and Woman’s hour on BBC radio 4.