“[Burberry Beauty] is completely integrated with everything else we do with the brand and with the company,” said Christopher Bailey, Burberry’s chief creative officer. “It started because I felt that, at shows and the shoots, the whole [Burberry] attitude is epitomized through the shoes, the bags, the clothes, the accessories, but then the face was the one thing I really struggled with. When we were doing makeup, I felt like we weren’t able to get the right attitude. It was either caked-on makeup or then just the wrong colors, the wrong tones, the wrong spirit for makeup. I wanted it to be this kind of effortless elegance.”

According to WWD, Burberry will be launching Burberry Beauty in July. It features a 96-unit makeup line, with everything inspired by “th brand’s iconic trenchcoat.”

The trench swayed the designer’s choice of makeup shades, too. “I liked the idea of taking the trenchcoat and the weather as the two things that influence and define the colors,” said Bailey. “You’ve got the naturals from the trenchcoats and from the weather you’ve got these beautiful stormy grays and stormy blues. Then, when the sun comes out, you’ve got this glow and you’ve got lighter tones, as well.”

Initial distribution will include 30 doors worldwide at select Harrods (UK), Nordstrom (US), and Lane Crawford (HK). They expect to expand reach by an additional 30 to 40 doors next year. Pricing looks like we’ll see the line retail around other high-end designer brands like Chanel, Dior, and Dolce & Gabbana.