Pat McGrath is transforming Selfridges in her singularly mystical way.
The makeup artist, whose brand entered Bergdorf Goodman earlier this year, is continuing her retail expansion with a U.K. debut at Selfridges London. As part of the partnership, McGrath will be a “special guest editor” for the luxury department store’s new multiplatform campaign, “A Technicolour Odyssey,” which McGrath referred to as “an experiential extravaganza.”
“I adore Selfridges, and what they have done with [concept space] The Corner Shop,” said McGrath, who dictated an exclusive statement to a team member, who then provided this statement through public relations to WWD. “The opportunity to create the 360-degree experiential extravaganza that is ‘A Technicolour Odyssey Directed by Pat McGrath’ was too good an opportunity to pass up. Encompassing everything from the windows to the web site to the Mothership pop-up store, this never-before-done moment will truly be something unforgettable.”
“A Technicolour Odyssey,” featuring an archival image, shot by Richard Burbridge, of a look Pat McGrath created for i-D Magazine in 2003.
In a statement, Sebastian Manes, Selfridges’ buying and merchandising director, said that McGrath’s involvement in the campaign “will be one of our proudest-ever Selfridges moments.”
“We have all been blown away by Pat and her team