Luxury fashion houses have bucked their historic association with the fragrance category in recent years with a newfound affection for make-up and skin care.
But while the pace of launches slowed somewhat, Louis Vuitton’s announcement of a new beauty collection feels like the start of a reinvigorated focus on the segment from fashion in 2025.
La Beauté Louis Vuitton will launch in autumn this year, and is being helmed by top make-up artist Dame Pat McGrath, who is serving as Creative Director.
The beauty line will be the first for Louis Vuitton in the modern age after producing powder compacts, brushes and mirrors back in the 1920s.
Having McGrath at the helm, and ensuring this is well-known by consumers, is an interesting direction for Louis Vuitton and the brand founder.
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