Estée Lauder's new collaboration with streetwear brand, Kith, sees the beauty brand bring back its logo of yore.
Kith x Estée Lauder is a curation of the latter's most-loved skincare products branded with its original logo that dates back to 1946, when the beauty empire was first founded.
Presented in a clear acrylic box with a canvas bag and mirror, the collection features some of Lauder's best-selling skincare products, including Advance Night Repair and Revitalizing Supreme+ Creme, among others. It will retail for $US145 on Kith's website.
Since late last year, there have been a number of notable partnerships that appear to be part of a growing trend between beauty and streetwear brands. Maybelline New York teamed up with PUMA on a line of streetwear-inspired cosmetics, while Italian clothing label GCDS unveiled its first beauty range in October. Dover Street Market will also open its first beauty concept store within a store in Paris this spring.
The uniting of these two categories will certainly appeal to a younger audience. Last year, investment bank, Piper Jaffray, shared the results of its bi-annual “Taking Stock With Teens” survey, that revealed gains for streetwear and 90s fashion among Gen-Z consumers.
Piper Jaffrey research analysts reported seeing strong signs of a "brand cycle" led by 1990s and streetwear styles. They called out adidas, Vans, Supreme and Tommy Hilfiger as having the most impact. The survey also uncovered Gen-Z's growing love of skincare, with 24 per cent of those surveyed naming Neutrogena as a favourite brand. Sephora claimed the top spot among beauty destinations with a share of 44 per cent.
Kith x Estée Lauder is out on March 15.
