Make-up artist and brand owner Pat McGrath is taking over Selfridges as part of its campaign for ‘the rebirth of visceral colour’.
The British-born artist will work with the luxury department store on the creative style of the A Technicolour Odyssey initiative.
From 4 April, the multi-platform retail campaign includes McGrath making over Selfridges’s window displays and the unveiling of a Pat McGrath Labs branded pop-up called ‘The Mothership’.
“Minimal, monotone fashion, normcore and Scandi lifestyle trends have cleansed our collective palette,” explained the retailer about its motivation. “The time has come for the rebirth of visceral colour.
“Colour is a universal language, its power shapes mood and identity. In the digital, selfie-obsessed era it has become a mode for radical self-expression.”
McGrath described her excitement over working with the iconic British store: “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.”
Sebastian Manes, Selfridges Buying & Merchandising Director, added: “Welcoming Pat McGrath as special guest editor to the A Technicolour Odyssey campaign will be one of our proudest ever Selfridges moments.
“We have all been blown away by Pat and her team. She makes the seemingly impossible happen.”