For the perfume industry, fashion is fuel, an unrelenting force constantly offering new images, fresh stimuli, and novel ideas at breakneck speed.
With the arrival of a new century, Puig began to seek out independent labels that had not yet been snapped up by the large groups and which needed a fragrance expert to introduce them into that market. The company approached Comme des Garçons, a cult Japanese brand that had been an institution on the Parisian avant-garde fashion scene since 1981. CEO Adrian Joffe and his wife, Rei Kawakubo, the brand’s visionary designer, were favorable to the proposal and signed an agreement in 2002 for Puig to produce and distribute some of their fragrances.
The relationship with Comme des Garçons opened new doors and a year later Manuel Puig signed an alliance with a brand that had become one of the most influential in fashion design: Prada. Valentino signed with Puig in 2010 and the following year Valentina was born.
On May 3, 2011, Puig achieved a fashion milestone, entering the temple of haute couture with the purchase of a controlling interest in the fashion house of Jean Paul Gaultier, considered a national treasure of French fashion.