But it's not for his fashion line (coming this fall) or his upcoming Payless Shoe collection (later on in the month.)
The buzz is all about Siriano's makeup line -- a fantastically elegant, luxurious-looking limited-edition Victoria's Secret collaboration.
With sleek gold packaging and rich textures, the collection manages to make even the most hard-core label snob rush for the mall.
The concept of the colors is Egypt (also the theme of his upcoming fashion collection) and the products themselves are as fierce and fabulous as anything behind a glass counter at Barneys.
Look for five pigment-rich eye shadows: one green-blue shade inspired by the Nile, three warm shimmery nudes and the sure-to-be-sold-out "Gilded Fierce" -- a deep black, gold-flecked color in the compact that washes sheer, subtly shimmering over the lid, giving you a perfect, instant smoky eye.
Priced a bit higher than the VS makeup collection (which has also been recently glamorized with its own mini-makeover), eye shadows run $14, three lip glosses are $16, one black kohl eyeliner is $12 and a highlighter/bronzer duo can be yours for $24.
His signature ruffle turns up elegantly on a brown patent-finish makeup bag, which will retail for $16.
Available online and at Victoria's Secret stores until supplies run out.
Siriano is one busy man -- just look at all the projects he talked to us about earlier this year!