May 8th, 2019
She’s known as the Mother of Makeup and justifiably so: 25 years’ experience, 500 magazine covers, 3,300 runway shows and 129,000 models, there really is only one Pat McGrath MBE. Undoubtedly the most influential and in-demand makeup artist in the world, she’s cementing her status as a living icon by becoming the subject of BBC Radio 4’s the iconic Desert Island Discs.
When she launched her eponymous brand, Pat McGrath Labs, in 2015, the first product from the collection, Gold 001, sold out in a record-breaking five minutes. Based in NYC, her products have always been available to American customers via Sephora, yet we Europeans have had to rely on a small edit from Net-a-Porter – until now.
Launched on 4th April, thanks to a three month-long partnership with Selfridges, all the products are available in the Oxford Street store’s pop-up retail space, The Corner Shop, which has been transformed into The Mothership for the duration of the campaign.
The first destination in Europe to host the full beauty range plus new products, exclusive releases and limited edition merchandise, it’s the keystone of Selfridge’s multi-platform campaign, A Technicolour Odyssey. Imagined by Pat McGrath herself, The Mothership showcases over 75 exclusive designer collaborations and collections with everyone from Prada to Comme des Garçons, Valentino, Manolo Blahnik and Versace that have been exclusively created for A Technicolour Odyssey, each in her favourite colour: GOLD. “Everything, for me, begins and ends with gold,” she explains.
“Selfridges to me is an iconic London landmark; the epitome of luxury that is always finding new ways to excite and intrigue its customers,” says McGrath, who has overseen a redesign of all 24 of the store’s window displays and a series of events as part of the campaign. “It has been the most divine experience to collaborate with Selfridges on this incredible campaign and have the opportunity to share my vision throughout the store. The windows, the event, The Mothership… it’s going to be major.”
“Welcoming Pat McGrath as Special Guest Editor to the A Technicolour Odyssey campaign will be one of our proudest ever Selfridges moments,” says Sebastian Manes, Selfridges Buying & Merchandising Director. “We have all been blown away by Pat and her team. She makes the seemingly impossible happen. We are beyond excited to share The Mothership with our customers and friends, and to celebrate a truly brilliant British icon.”
Our picks of the edit are Fetish Eyes Mascara (£26), Skin Fetish (£45), Mothership Palette in Subliminal (£115), EYEdols Shadow in Corrupt Copper (£23) and the MatteTrance Mini Lipsticks Set of Three (£33).
Fetish Eyes Mascara
PAT McGRATH LABS is available from The Mothership, Selfridges Oxford Street, London W1 from 4th April 2019
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