Victoria Beckham, Madonna and Ronan Keating have done it, and now evening-wear designer Jacques Azagury is getting in on the act. The Casablanca-born fashionista has created his own perfume. He launched the signature scent, Azagury, at a party he hosted at Selfridges London store last month.

The most high-profile of a successful trio of siblings — alongside Solange, who designs jewellery and interiors, and Joseph, who designs shoes — Mr Azagury has a flagship store in Knightsbridge, which opened in 1987.

“I love designing anything from perfume, clothes to carpet,” he tells People.

Mr Azagury, who attends Holland Park Synagogue, in West London, has dressed many of the world’s most famous people, including Diana Princess of Wales and, more recently, Helen Mirren, Davina McCall, Sharon Osbourne and her daughter, Kelly.

His perfume, a heady blend of Himalayan Mogra, used for incense, amber and sandalwood, is on sale in his own shop, and also exclusively at Selfridges for six months. It will then go to Barneys in the US.