A Young Aerin Lauder “Splurged” On Ann Taylor Turtlenecks

It's not every day you meet an heiress that seriously takes on the family biz. But then again, it's also not every day you meet an heiress who calls her effortlessly chic style "simple."

That's why we're kind of mesmerized with Estée Lauder scion Aerin Lauder's exotic pics in the September issue of Town & Country. And, it's true — though Aerin is wearing a red Rochas gown (above) and an Etro dress (below), her heavy-hitter labels do look somewhat (gasp!) undone, in an appropriate "I just threw this on and my makeup happens to be flawless, too" sort of way. Indeed, Lauder tells the mag, "Growing up I wore corduroys and Lacoste shirts, Maraolo flats, and maybe one gold bracelet. My grandmother (Estée) gave me a credit card to Ann Taylor when I was 15, and I went and got cream-colored turtlenecks." That easy, streamlined look is exactly the aesthetic she's going for in her new lifestyle brand, "Aerin," which will include home goods, decorative objects, and jewelry, and, of course, "mistake-proof makeup."

Aerin says, "I've been in the business for so many years and the question of what's inside your makeup bag always came up. It became what's in your closet, what's on your desk, your dressing table." The common thread here? Aerin's (and "Aerin") down-to-earth and inspirational — the role she envisions for her brand — helping women feel "confident and pretty while balancing work, family, and home," is exactly what she's accomplishing in her personal life. So, we can't wait to see what comes of her solo brand, The Aerin Essentials, that launches with a limited-edition color collection just next month. But, ehem, look out for some super-insidery info from yours truly before then, straight from Lauder's NYC HQ. Plus, check out this exclusive pic of Aerin, shot by Jonathan Becker for Town & Country.