The fantastical world of Pat McGrath just keeps expanding. And for those who want to lean even further into the legendary makeup artist’s dazzling universe, her latest collaboration delivers—and then some. Joining forces with Selfridges for the U.K. debut of her record-breaking Pat McGrath Labs range, she’s celebrating with a dynamic takeover, complete with directional window installations, special in-store events, and a menagerie 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. In addition to a pop-up retail space at the London Oxford Street location, post-launch, Pat McGrath Labs will take up permanent residence in the main beauty hall of Selfridges. “What makes this most exciting is that the whole world is invited to indulge in a backstage-inspired beauty experience,” she explains, adding that pros will be on hand to give customers special catwalk-ready looks, such as the “Smoke and Mirrors Eye” and the “Runway Power Pout.”
But while Pat McGrath Apparel 001, a limited-edition collection of branded merchandise, gave fans a taste of what it’s like to rep McGrath beyond cosmetics back in 2017, consider McGrath’s curated collection of designer pieces (all of which are gilded, reflecting her obsession with the precious metal) a free-for-all for beauty lovers and fashion die-hards ready to live out McGrath’s lavish fantasies. On the sartorial front, there are aureate Comme des Gar?ons x Dr. Martens dress shoes and Versace box bags with fuchsia lipstick charm-embellished chains, as well as a special edition of the Valentino Garavani V-ring shoulder bag designed by Pierpaolo Piccioli, just to name a few. And the collection treads into the lifestyle category, too, with lip print–stamped Byredo candles for burning and 24-karat William Edwards china plates for awing dinner party guests. “To curate a selection of golden treasures from the world’s most iconic brands has been such an exciting element,” explains McGrath. “From accessories to clothes to china to candy to candles to bijoux—it’s beyond!” And even coming from McGrath, that may be an understatement.
Pat McGrath’s “A Technicolor Odyssey” begins in-store and online April 4.