The makeup legend Pat McGrath on Vuitton’s major launch of cosmetics, a much-watched move for the luxury behemoth.

The “ lipstick index ”— aka the idea that people will splurge on small luxuries when big ones feel out of reach — is alive and well, and Louis Vuitton just made it official. On August 25, the famed fashion house will launch its first-ever makeup line, featuring lipsticks stamped with the LV monogram.

The brand’s first beauty line launches with a provocative choice: a rock star German industrial designer more heavy metal than hushed hues.