Dolce&Gabbana has become the first Italian fashion house to bring its beauty division in-house, a move that the CEO said Tuesday would strengthen the link between beauty and fashion and help build inroads with younger consumers.

CEO Alfonso Dolce said developing products with a new team at the Milan headquarters will allow more creative tie-ins with runway collections, “creating a more global, transversal experience,” that he said would bring the brand “closer not only to our loyal customers but also new Gen-Z clients.”