Inspiration from the brand’s iconic trenchcoat will be seen throughout the line. It’s beige outer cartons are reminiscent of the coat’s fabric, while packaging is etched with the brand’s signature check and feature magnetic closures to increase it’s functionality.
The trench swayed the designer’s choice of makeup shades, too. “I liked the idea of taking the trenchcoat and the weather as the two things that influence and define the colors,” said Christopher Bailey, Burberry’s chief creative officer. “You’ve got the naturals from the trenchcoats and from the weather you’ve got these beautiful stormy grays and stormy blues. Then, when the sun comes out, you’ve got this glow and you’ve got lighter tones, as well.
“Like the trenchcoat, it can be worn anywhere and at any time,” he said, adding with the line, he aimed to offer sheer products for the face to create a natural glow, and eye, cheek and lip items that enhance women’s features.
“[Burberry Beauty] is completely integrated with everything else we do with the brand and with the company. It started because I felt that, at shows and the shoots, the whole [Burberry] attitude is epitomized 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 makeup, I felt like we weren’t able to get the right attitude. It was either caked-on makeup or then just the wrong colors, the wrong tones, the wrong spirit for makeup. I wanted it to be this kind of effortless elegance.”
The collection, which ranges in price from 18 euros, or $24 at current exchange, for a Lip Definer pencil to 44 euros, or $59, for an 8-g. Sheer Foundation compact, also comprises blush, pressed powder, bronzer, liquid foundation, eye shadow, eyeliner, lip gloss, lipstick and mascara. (An applicator brush goes for 45 euros, or $60.)
For now, Burberry Beauty’s distribution will be limited to 30 doors worldwide, including Harrods in the U.K.,Nordstrom in the U.S. and Lane Crawford in Hong Kong. Thirty to 40 more doors are said to be added in 2011.
Photo by Ben Wright