Designer Victoria Beckham announced Friday that she has partnered with Estée Lauder on a limited edition makeup collection coming this fall. Specifics about the collection have yet to revealed, but it will be for sale at select retailers as well as both parties' individual online shops.
Estée Lauder has a history of lucrative designer collaborations, including stand-alone brands with Tom Ford, Michael Kors and Tory Burch. Beckham's collection might be more similar to the limited edition one Estée released with Derek Lam in 2014. It was a gateway into the beauty world for the New York based designer: he then went on to partner with Butterfly Beauty the following year on beauty and fragrance.
"Almost every key cosmetics brand today has some association with a designer," said John Demsey, now executive group president of Estée Lauder, in a 2014 Financial Times interview. "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." Demsey said there was a "glut of megastar perfumes and megastar contracts behind traditional brands" in the general marketplace.
Beckham might have once been considered one of those megastar contracts. In 2006, she and husband David Beckham released a his-and-hers collection with Coty, a company with which David still partners. It was two years before Beckham founded her eponymous ready-to-wear brand, shedding her pop star identity for a high fashion one.
So even though Beckham's beauty partnership sounds small-scale right now, odds are strong that she will expand the category. "... 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," she said in a statement. "I am excited to offer both of our customers this makeup range and play a small part in [Estée Lauder's] vision for women."