Hot on the heels of Topshop’s make-up which launches next month, there is another – dare we say it – bigger beauty launch in our midst as the British fashion powerhouse Burberry announces it will launch a cosmetics line this summer.
“It all started because I felt that, at shows and the shoots, the whole [Burberry] attitude is epitomised through the shoes, the bags, the clothes, the accessories, but then the face was the one thing I really struggled with. When we were doing make-up, I felt like we weren’t able to get the right attitude. It was either caked-on make-up or then just the wrong colours, the wrong tones, the wrong spirit for make-up. I wanted it to be this kind of effortless elegance”, Christopher Bailey, Burberry’s chief creative officer told WWD.com.
And of course, Bailey’s inspiration was the classic and wearable trenchcoat and he wanted the make-up to convey the same easy attitude. “Like the trenchcoat, it can be worn anywhere and at any time,” he said. Unsurprisingly, the cosmetic’s packaging also borrows from the trench with beige cartons, and inner packaging etched with the iconic check design.
The line will include sheer foundation, blush, pressed powder, bronzer, liquid foundation, eye shadow, eyeliner, lip gloss, lipstick and mascara. The products will be a permanent fixture and the line will expand as and when.
“When we feel it needs a new pop of something, we will start adding things and that will all flow with fashion, as well,” added Bailey.
As for the campaign, it has a similar feel and look to the fashion house’s mainline adverts, which always include multiple faces (this season being Emma Watson, her brother Alex and One Night Only frontman George Craig). The beauty line-up features Lily Donaldson, Rosie Huntington-Whiteley and Nina Porter all sporting Burberry trenchcoats and shot by Mario Testino.
The line will launch exclusively into Harrods, as well as 29 other outlets around the world.
“Whereas other brands are screaming out for Hollywood glamour, Burberry Beauty has created a colour palette that is aspirational yet stunningly wearable,” said Annalise Quest, general merchandise manager for beauty at Harrods.
ELLE will be the first magazine to bring you images and reviews of all the Burberry make-up. You'll find it in the July issue of ELLE magazine out 2 June.