Fashion designer Pierre Cardin has died at the age of 98, according to France’s Fine Arts Academy.

The French star, who was born in Italy, was known for his avant-garde style and futuristic designs in the 1960s and 70s.

He first worked at couture houses before launching his own brand and pioneering the use of licensing in fashion.

He put his label’s name on different products, including perfumes and cosmetics as well as cigarette cases and baseball caps.

Cardin was known for his futuristic designs in the 1960s and 70s
Armani chocolates, Bulgari hotels and Gucci sunglasses are all based on Cardin’s realisation that a fashion brand’s glamour had lots of merchandising potential.

Cardin was also one of the first to bring high fashion to the masses by selling collections in department stores from the late 1950s.

By using licensing extensively, critics accused him of destroying the value of his brand and the notion of luxury in general.