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Aerin embraces Le Sirenuse

13.07.2018. Emporio Sirenuse

A capsule collection of selected Le Sirenuse, Positano items is being presented at the Aerin store in Southampton this summer. Opened in 2013, the exclusive seasonal concept store was created by Aerin Lauder with the help of her Parisian designer friend Jacques Grange.

Alongside a range of Aerin beauty items, fragrances, tableware, home accessories, and textiles, the store carries vintage jewellery and a small, curated series of ‘guest appearances’ from other brands that Aerin has fallen in love with on her travels. Le Sirenuse, Positano is already present in Aerin’s stores in New York, East Hampton and Palm Beach. But this is the first time that she has shone the spotlight on Carla Sersale’s Positano-based resort wear collection with a dedicated presentation.

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To honour this important collaboration, the Sirenuse Journal sat down with Aerin to discuss her vision of female style and beauty and how she relates to her unique family heritage. Though her father Ronald has achieved his own renown as former US ambassador to Austria and current president of the World Jewish congress, it’s Aerin’s grandmother, Estée Lauder, who most will bring to mind when they hear that surname. For a generation of women, first in the States and later worldwide, Estée was an icon and role model, making skin care and beauty products accessible by taking them out of the laboratory and bringing them into the living rooms of millions. She was also that rare thing in the 1940s and 1950s – a female entrepreneur who rose to the very peak of her profession.

Aerin Lauder worked for the company set up by her grandmother before launching her own lifestyle and beauty brand, Aerin, in 2012 – a brand “based on the premise that living beautifully should be effortless”. This is the record of her conversation with the Sirenuse Journal.

Your grandmother Estée was one of the style icons of her time, and a business genius. Is there a special message that she passed along to you, that you feel like sharing with us?
I inherited my creative passion from my grandmother Estée. She liked to make everything around her beautiful – she saw beauty as an extension of herself, her home, wardrobe and family. She used to say, “everything can be beautiful if you just take the time.” This concept has not only inspired the way I live day to day, but it shaped the philosophy behind the Aerin brand – that living beautifully should be effortless.

Aerin is your own world where you express your own personal style. How would you describe your style? What parts of this style derive from your heritage, and in what ways have you broken free from it to set your own agenda?
Aerin is saturated with the qualities that have surrounded me my entire life, many of which came from my grandmother, Estée: passion, style, hard work, family, and, of course, all things beautiful. I love all things feminine and luxurious yet effortless and practical.  Practicality is very important to me – items in my home, similar to my collections, are designed to be beautiful and extremely functional. Everything works well together, making it easy to mix and match for a unique, fresh look that is also family-friendly.

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Resort wear seems to have become more and more important in the fashion world. Do you agree?
Yes. I think many people are inspired by the idea of travel, and the modern woman is an active traveler, mother and professional. Resort wear plays an important role in the modern woman’s wardrobe. It is an escape from reality.

You have pioneered a link between beauty, lifestyle, home and accessories. Can you talk a little more about this?
Beauty is my heritage but my passions are also home and accessories. I believe these three worlds should be able to live together beautifully and above all, effortlessly. I saw an opportunity in the market for a new lifestyle brand based on feminine effortless style with heritage. The consumer of today lives beyond beauty – and Aerin was created to connect these worlds with ease and refinement.

What would be your ideal dress code for a beach party at the Hamptons or Palm Beach?
Summer is always a carefree time and I love being by the beach. In the Hamptons or Palm Beach, I always like the relaxed styles of flowing cotton dresses and vibrant floral and color palettes. A pair of white jeans is also an essential piece in my summer wardrobe.

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How has female beauty changed since you first started working at Estée Lauder over 20 years ago, before launching your own brand? Are rules still important, or are women asserting their independence more and more in their fashion, style and beauty choices?
After over 25 years at Estée Lauder, I felt I could take my understanding of the business and apply that knowledge to other categories where I saw opportunities in the market. Women of today are busier than ever and they love to shop cross-category and have a special fun experience doing so. I don’t think rules apply any longer.  The time came for me to take all those lessons I learned and re-interpret them, pursue my own vision, from my own perspective. I wanted to create a modern wardrobe of fragrances – fragrances that can be very personal to the woman who’s wearing them.  The fragrance collection in particular is the most personal and intimate expression of me – my life, my memories. And I think today, women change their fragrance based on the season of the year or their mood.

In July you are hosting a collaboration with Le Sirenuse, Positano at Aerin’s South Hampton store. What do you like about Carla Sersale’s resort and beachwear collection?
I love that her pieces are fun, easy and elegant. The collection is perfect for summers in the Hamptons or any vacation destination.

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