The moment has arrived. Well, sort of. It's arrived across the pond, at least. For, today is the day that Marc Jacobs' hotly anticipated beauty line is set free to the masses for the first time. The 120 piece beauty collection launches today at Sephora and at selected Marc Jacobs stores, which is a bit like rubbing salt in a big old wound, as there's no word thus far on when the extensive line will make it's way to British shores. 

But, it will happen. And fast. Not least so we can get our mitts on the standout piece of the collection, the brilliantly-named Style Eye-con eye shadow palette in The Tease, which comprises 7, yes 7, individual eye shadow shades in from a delicate dusky rose to a deep violet/mauve. In typically Marc fashion, the palettes were designed to have 7 shades to go one better than their nearest rivals, most of which contain 6 individual shades. 

'I would like our palette to have a real 'wow' factor,' Jacobs sketched in his initial design notes. 'I think 7 is the right number, plenty of variety and a concise picture. If everyone does 5 or 6 shades, let's make ours 7!' And so it was decreed.

As you would expect from one of the fashion world's most notorious workaholics, Marc Jacobs has cut no corners in developing his self-named beauty line. Perhaps the most impressive element of the journey has been the release of the beauty ad campaign, featuring none other than Britain's most exciting and versatile young model, Edie Campbell. Smouldering like a 60s Twiggy on cover of a magazine, Edie brings a whimsy spirit but also a certain depth to the brand. 

See her, blue-eyed and looking wistfully into the middle distance at Marc's newly renovated store on Bleeker Street, New York, which will no doubt see an invasion of global fashion and beauty press (myself included) during New York fashion week. So New Yorkers, save some for us!