Aerin Lauder to Launch Her Own Lifestyle Brand!

05 April 2011

Aerin Lauder, the third largest shareholder in Estee Lauder (and the grand daughter of Estee herself) is poised to set up her own luxury lifestyle and beauty brand named ‘Aerin’. The line, which will include accessories, homeware, jewellery and china (reportedly to be based on Lauder’s grandmother’s private collection) will also include beauty and fragrances and will launch next year, with a source reporting that ‘Aerin wants to be the next Tory Burch’.
 
Lauder told WWD that the collection is going to be about “‘easy’ luxury, as in ‘easy jewelry. It’s not fashion in the sense of clothing’ but ‘it’s about making it easy for the consumer and knowing what she is looking for.’” The lifestyle brand is expected to begin hitting the shop floor next spring, with beauty and fragrance to follow, initially at Estee Lauder counters.  
 
Not surprisingly, Lauder is reported to have lined up some pretty stellar names to assist her with her forthcoming venture. Anna Wintour is mooted to be ‘advising’, whilst ‘CEO of NBC Universal Jeff Zucker is acting as a consultant’, according to Fashionologie. In addition, she has confirmed that the company has taken office space in the same building as Tom Ford (obviously a good neighbourhood) and also is believed to have employed former White House deputy social secretary Ebs Burnough, who left the White House on Friday. Impressive, non?
 
As well as launching her new venture, Aerin will remain on the board for Estee Lauder as a creative consultant and will also continue as the brand’s global ambassador and spokesperson, having starred in a 2009 campaign for the company’s ‘Private Collection’ fragrances. She will also continue to work on advertising projects with the company, as well as other creative projects. Which makes her one VERY busy lady.

- Alex Butt


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