Christian Siriano has always been about building a recognizable image, beginning with his “Project Runway” days — his angular side sweep of dark hair, his use of the word “fierce,” as well as his extravagant eveningwear.
The 27-year-old designer wants to use those signatures to push beyond eveningwear into multiple categories and become a true lifestyle brand. The next step is beauty.
“I started working in the salon when I was 13 with a work permit that my guidance counselor gave me,” said Siriano, who was raised in Annapolis, Md. “It was its own little creative world in a preppy world, which is why I think I was able to be myself so young.” After a brief flirtation with the beauty industry — Siriano launched a color cosmetics capsule collection for Victoria’s Secret in 2008 — he is ready for a comeback. This summer, the former freelance makeup artist and hair stylist signed on to a one-year partnership with Sebastian Professional and will introduce a namesake scent with The Fragrance Group in late 2014. “It’s a little sweet and spicy, and a little bit universal,” said Siriano of his still unnamed women’s scent. “I didn’t want to have a fragrance that would be a trend.”
The Sebastian deal, which will launch officially at his Sept. 7 show during New York Fashion Week, will include product collaboration and packaging design, as well as a styling partnership in which Sebastian will be responsible for all the designer’s hair looks, including backstage at fashion week. “Christian doesn’t draw the line in terms of creativity,” said Reuben Carranza, chief executive officer of Wella North America, the salon division of P&G, which owns Sebastian. Carranza said Siriano will, over the next year, serve as a guest editor on Sebastian social media and will also work closely with the Sebastian education team and judge the brand’s What’s Next Awards in April.