The Line Style in Context

The Line is a modern and personal approach to retail. We bring together carefully chosen fashion, home, and beauty items and place them in context through inspiring editorial features and intimate offline shopping experiences. The thematic, seasonal, and handpicked assortments we call Selections offer another way to explore our evolving edit of things you’ll wear, use, and treasure for years to come.

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Established
2000
Founder
Serge Lutens
Origin
Paris

At a young age, Lille-born Serge Lutens established the feminine signatures that he would make his own—eyeshadow, ethereally beautiful skin, cropped hair, the color black—through work as an art director, photographer, and what Diana Vreeland described in the early 1970s as a “revolution of makeup.”

In 1982, as part of a collaboration with Shiseido, he conceived his first perfume, Nombre Noir, followed by a series of olfactory breakthroughs such as Féminité du Bois, Les Salons du Palais Royal, and Ambre Sultan. His own brand, encompassing fragrance and beauty, is a testament to his bold, uncompromising style.

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