Emma Watson Burberry Spring 2010

Emma Watson as the face of Burberry for Spring 2010. Photo: Mario Testino

If you're mad for plaid, or at least on the lining of your perfectly-tailored trenchcoat, you'll be thrilled to hear that Burberry's highly anticipated cosmetics line is launching in July.

Back in October, the brand announced an ambitious launch of about 96 products for eyes, lips and skin, inspired by their iconic trench.

Today's WWD has a first look at the line.

"[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."

The line continues to echo the signature trench, with beige cartons and the proprietary check pattern etched into the cosmetic packaging. The line will include everything from lip liner to foundation to makeup brushes and will sell for about $24 to $60.

"Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, said Burberry Beauty will introduce novelties on an ad hoc basis rather than conform to the industry norm of introducing seasonal collections at regular intervals."

Burberry Beauty will be exclusively sold at Harrods in the U.K. for the first year, at Nordstrom in the U.S., and at Faces in Hong Kong.