When McGrath, who's also beauty editor-at-large for British Vogue, 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.
There’s a reason she’s known as the Mother of Makeup.
However, while her products have always been available to American customers in Sephora (McGrath is based in the US), European shoppers have, until now, been reliant on a small edit available on Net-a-Porter.Pat McGrath Now, for the first time, UK-based McGrath disciples, will be able to shop the entire Pat McGrath Labs makeup collection under one roof, thanks to a three month-long partnership with Selfridges, which launches on April 4. For the first time ever in Europe, all of McGrath’s products will be shoppable in the Oxford Street store’s pop-up retail space, The Corner Shop, which will be transformed into ‘The Mothership’ for the duration of the campaign.
Legendary makeup artist Pat McGrath is launching her first mascara
“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 will also oversee 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.” She’ll also curate a series of limited-edition designer collaborations, with everyone from Prada to Comme des Garçons, Valentino, Manolo Blahnik and Versace. “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.” PAT McGRATH LABS is available from The Mothership, Selfridges Oxford Street, London W1 from 4th April 2019 More about: | Pat McGrath | Selfirdges | Makeup