bal harbour blog

Building a Brand

Fashion News

By Tali Jaffe

Lifestyle is the buzzword these days. And if ever there was a style icon worthy of her own lifestyle brand, it’s Aerin Lauder. The creative director of Estee Lauder has recently announced her plans to launch Aerin, a luxury lifestyle brand that will encompass beauty, accessories and home accessories.

Lauder, the granddaughter of the company’s founder, will remain with Estee Lauder as a creative consultant and the brand’s global ambassador and spokesperson. She will work in tandem with the new creative director—still to be named—as style and image director and will remain on the company’s board.

Beauty products under the Aerin brand will be sold at Estee Lauder counters and will likely arrive in stores next year. Her accessories line, which will include easy luxury pieces, like sunglasses, will most likely be sold in shop-in-shops, but the details are still to be determined.

Here we profiled the style icon in Bal Harbour Magazine’s Spring issue, where she shared her favorite looks of the season, her holiday essentials and a few of the things she can’t live without...

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