Jason Wu, fashion designer with his own label and the creative director for Hugo Boss, has struck a licensing deal with Parlux to produce and distribute his first fragrance.

Industry insiders will get a glimpse of the new scent on February 10th at Jason Wu’s show during New York Fashion Week, WWD reports — and the fragrance is expected to launch at retailers Fall 2017.

Don Loftus, president, Parlux, says in WWD: “It is such a pleasure working with Jason and his talented team on the development of his signature scent,” he stated. “This is just the beginning of what we are sure will be a fruitful and exciting venture.”

Wu, who was born in Taiwan, is celebrating 10 years in business this year. 

Photo credit: The photo above, by Alex de Brabant, appears on Jason Wu’s website, and in this in-depth interview with the designer by The Talk.