It was rumoured in November of last year that the multitalented Victoria Beckham would be expanding into the beauty industry. And now it seems this rumoUr has come to fruition, as the ex-Spice Girl has entered a partnership with Estée Lauder in order to create a limited edition line of makeup, that is due to be released this coming fall. We don’t know much, as of yet, about what the Victoria Beckham x Estee Lauder makeup collection will include, but we do know that the line is coming, and that when it does the products will be found online on the websites of Estée Lauder and other select retailers, which will also sell the products in their physical locations.
Estée Lauder is well-known for remunerative collaborations with notable designers, so now they will benefit from adding Victoria Beckham onto the list, alongside other brands like Michael Kors, Tom Ford, and Tory Burch, with which Estée Lauder has lasting collaborations. Due to its limited-edition status, the collection with Beckham will likely be similar to the 2014 collaboration with Derek Lam; the partnership acted as an entry into the beauty industry, and then Lam was able to go on and collaborate with Butterfly Beauty in the next year. With Beckham’s express interest in integrating herself into the beauty market, this would prove to be a beneficial partnership.
Back in 2014, now-executive group president of Estée Lauder John Demsey gave an interview to the Financial Times regarding the idea of beauty labels collaborating with those in the fashion industry. “Almost every key cosmetics brand today has some association with a designer. Designers now have big social profiles, their runway shows are devoured on all social media platforms, and in some ways, it’s less about clothing and more about the total look.”
Makeup and beauty products are an integral part of the fashion show process, so the partnerships seem to be natural – and in 2016, that concept is continuing to rise in importance, due to the rising demand for designers to have a strong online presence. In fact, Demsey continued on to say how there was “a glut of megastar perfumes and megastar contracts behind traditional brands,” showing that designers recognize the importance of the industry, and what better way to promote your fashion brand than to supplement it with complementary beauty products?
Beckham isn’t going into this partnership as a total stranger to the fashion industry as back in 2006 she had a “megastar contract” of her own with Coty. She and her husband David Beckham worked together to release a his-and-hers collection; David actually continues to partner with Coty today, and Victoria began her eponymous label two years thereafter. Her reentry into the beauty industry could potentially do wonders for her ready-to-wear fashion brand, since everyday fashion and everyday makeup and beauty products go hand in hand. She released a public statement addressing her partnership, and allowed some insight into the collection’s potential.
” … from going back and revisiting the Estée Lauder archives through to working on the product with the Estée team, this feels like the perfect makeup partnership for me and my brand. I am excited to offer both of our customers this makeup range and play a small part in [Estée Lauder’s] vision for women.”