Aerin Lauder, granddaughter of beauty legend Estee Lauder, has decided to move out from under the umbrella of her family's name and venture out on her own. Lauder has plans to launch her own fashion and lifestyle brand that will include accessories, housewares, china and jewelry, some of which will reportedly be based on her elegant grandmother's personal collection.
"Aerin wants to be the next Tory Burch" — if not bigger, sources told The New York Post. Lauder's already got the right network of people backing her, citing guidance from Anna Wintour and former NBC Universal boss Jeff Zucker. Rumors are also circulating that Lauder has scooped up recently departed White House social secretary Ebs Burnough to add to her clan. As for the home base of the new biz, Lauder has reportedly sought out office space on East 57th Street, which happens to be the same building that houses Tom Ford.
So what will this mean for the Lauder industry? Professionally not much since Aerin, the third largest shareholder in the company, will remain a consultant for the brand. She will forgo her role as senior vice president and creative director but will reportedly stay on the board of directors. But personally, the family business may be losing the one family member that most closely resembles the legacy of the original Estee. "I look at Aerin, and I see Estée," her uncle, Leonard Lauder once said, according to the Post. At the very least, Aerin will not be far away—the new offices for her upcoming fashion and lifestyle brand will be mere clocks away from Estee Lauder's corporate headquarters.
Article Source: The New York Post
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