The mother of makeup, Pat McGrath, is taking her namesake beauty brand to even higher heights by joining forces with Selfridges. The fantastical world of Pat McGrath just keeps on expanding!
The dynamic collaboration is the U.K. debut of her record-breaking Pat McGrath Labs range, making it the first and only destination in Europe to host the full make-up collection.
To celebrate the new home of the mothership, she is celebrating with a dynamic takeover, complete with 24 stunning, expertly-curated window installations, special in-store events, and a line of limited-edition fashion offerings from Prada, Valentino, Versace, and more. Running from April through June, the campaign, aptly named “A Technicolor Odyssey,” hinges on her long-held belief that color is a universal language.
“I never tire of discovering new platforms for experimentation, so it’s a once-in-a-lifetime opportunity to share my passion for color as a multimedia experience with Selfridges,” McGrath explains.
One of her window displays, “Blitz Blue,” is named after the metallic cobalt eyeshadow from her first Mothership eye palette and is a homage to her obsession with nightclub culture and the muses that galvanize it.
Chrome Hearts, which has a street-facing shop in Selfridges’ new accessories hall dressed up its windows with a new capsule of leather clothing and accessories — also gold-tinged — created especially for McGrath.
Selfridges’ Buying and Merchandising Director Sebastian Manes describes it as “one of our prodest ever Selfridges moments”, which, given that Selfridges was founded in 1909, sums up how big of a deal this is.