It takes a special person to curate a global luxury lifestyle brand based solely on your personal taste, but that’s exactly what Estée Lauder heiress and descendant Aerin Lauder did with her namesake brand.
Lauder has an exquisite eye for healing and the culmination of her taste came in 2012 with the debut of Aerin, offering beauty, fragrance, furniture, home décor, makeup, fashion, accessories and more. Lauder herself has a singular vision for interior design and real estate, often seen in the pages of Architectural Digest and Elle Decor, where she shows off her many homes from Palm Beach, Florida to Paris. This year, she celebrates the 10th anniversary of her brand and she can’t help but remember the woman she helped shape her career and her style: her grandmother, beauty guru Estée Lauder. .
Aerin dressing table
aerin
“I’ve worked at Estée Lauder for about 25 years, gaining incredible experience in many different departments,” he tells Robb Report Lauder, who currently also serves as Estée Lauder’s director of style and image. “I was always doing interviews about what was in my makeup bag and the items I couldn’t live without. After being asked that question so many times, I felt there was an opportunity in the market for a lifestyle brand based on effortlessly modern, feminine products with a strong heritage and storytelling.”
One look at Aerin’s website and you’ll find that femininity, elegance and beauty are the cornerstones of their brand. His personal and professional travels are crucial inspirations for his line, and he divides his time between his home base in New York City, East Hampton, Palm Beach, and Aspen.
For the tenth anniversary of the brand, Lauder presented new collections in all categories.
aerin
“With influences from each of these destinations, our client knows diverse aesthetics, all with the same effortlessly elegant sensibility,” he says. “In this way, we are able to create pieces for every mood, season and occasion that suit the needs of customers around the world.”
Lauder is committed to immersing himself in the history and culture of each destination he frequents, which has led to many impressive collaborations over the years. These include international brands such as Colefax & Fowler, a traditional English textile brand; Casa López, a Spanish artisan tableware company; the ceramist Frances Palmer; Tanner Krolle, a British heritage luggage brand; and many more. He has also brought his design experience to hotels, such as the design of Villa Jasmine at The Colony Hotel in Palm Beach.
Pieces from Aerin’s collaboration with ceramicist Frances Palmer.
aerin
“I think the modern woman sees beauty as an extension of herself, her home, her wardrobe, and her travels,” she says. “My grandmother Estée used to say that everything can be beautiful if you take the time, and I think that is very true.”
Travel provides her with constant inspiration, and recent trips to the Mediterranean, one of her favorites, as well as Mexico City, have been particularly memorable.
“[In Mexico City], the bright colors, the unique architecture and the natural beauty were very interesting to me,” he says. “While exploring, I took so many photos that I sent to my office as inspiration for future projects.”
To celebrate the tenth anniversary of the brand, it presented new collections in all of the brand’s categories.
“As a cornerstone of the anniversary collections, we introduced the brand’s first Vanity Table that was inspired by the original Estée vanity,” he says. “My earliest memories are of watching my grandmother get ready in her vanity, which felt like such a captivating, adult ritual. She wanted to recreate this very moment in a beautifully functional and modern way.”
Its crockery presents an elegant and timeless design.
aerin
The table is wrapped in shagreen, which has become synonymous with Aerin, from luxury shagreen backgammon sets to décor and furniture pieces. As for the next ten years, Lauder expects to expand into different categories and establish a larger retail presence in addition to its current stores in Palm Beach, Southampton, East Hampton, and Miami. Yet his grandmother’s advice is her guiding light even a decade later, and his goals have not changed.
“My grandmother always talked about the importance of being authentic,” she says. “She said that if you are passionate and true, success will come. I have valued this idea since she was a child. Over the years, my goals have ultimately stayed the same: to be true to myself and do what I love.”
Source: news.google.com