British beauty icon, Dame Pat McGrath, is taking the helm at Louis Vuitton’s new cosmetics line
Dame Pat McGrath is no stranger to pushing boundaries in cosmetics. Known for making her mark at Armani, Dolce & Gabbana, Gucci and more, she’s now putting her trusted hand to work at Louis Vuitton cosmetics.
Vuitton’s ‘La Beauté’, the brand’s new makeup line, features eight eyeshadow quartets called LV Ombre, ten shades of a sheer lip balm – LV Baume – and 55 shades of satin and velvety matte lip colours named LV Rouge.
This is McGrath’s first major beauty project since launching her own brand, Pat McGrath Labs a decade ago.
It’s McGrath’s attention to detail that leads the French house’s new cosmetics line to new heights. It may not have dawned on you yet, but those 55 shades are homage to the roman numeral LV.
McGrath’s appointment is just another example of the influence of British talent on the worlds of fashion and beauty. Not only does the UK’s beauty industry contribute £30.4 billion to GDP, according to the Value of Beauty, it has become an intrinsic part of the global creative footprint.
Described by Louis Vuitton as a collection centred around ‘identity, artistry, empowerment’, ‘La Beauté’ taps into British beauty’s reputation for classic styles reimagined, and challenges wearers to commit to self-expression.
Speaking to Harper’s Bazaar, McGrath spoke about the line’s refillable formats, ‘architectural’ packaging and artistry, all of which draw attention to makeup’s ability to tap into future-forward sustainable design, whilst maintaining a classic draw.
Looking forward, McGrath shows no signs of slowing down. On whether the new line could co-exist with her original creation – Pat McGrath Labs – the makeup artist was clear: ‘Of course!’
La Beauté will launch on the 29th August, in stores and online across the UK.
