TWELV Magazine Spring 2023 "ENIKO" Alexander McQueen Cover Fashion Story/ Interview
PAT MCGRATH "LABS" CAMPAIGN VISUAL BY STEVEN MEISEL
September 24, 2020 8:27 PM
Naomi Campbell star in the advertisement campaign for Pat McGrath's.
Pat McGrath Labs continues to be at the forefront of innovation in the beauty industry. The eponymous all-things beauty brand is known for blurring the line between inclusivity and exclusivity and didn’t fail with the release of a new visual campaign for their Dark Star Volumizing Mascara ($30), a sister to the brand’s OG Fetish Eyes Lengthening Mascara ($30).
Legendary Photographer, Steven Meisel directed the Dark Star Mascara campaign. This marks his second campaign for the brand where he photographs muses; Naomi Campbell, Irina Shayk & Damian Hurley, Salomon Diaz & Maty Fall Diba, Leon Dame & Tess McMillan, and Marisa Berenson whose voice was used in the films.
McGrath said of the creative: “With his fierce and disruptive aesthetic, his eye for fresh talent, and his prolific, unparalleled approach to beauty, Steven has the unique power of being able to both propel a new face out beyond the stratosphere as well as to reveal brilliant facets of absolute icons. His art reframes the present and transforms the future.”
The Mascara launched on PATMcGRATH.COM and other official beauty retailers such as Sephora, Bergdorf Goodman’s and Selfridges in July 2020 and has since made a major impact like all other legendary releases.
According to McGrath “makeup is a movement” and her otherworldly very much coveted products speak or themselves, almost always living up to their claims when reviewed by cult-followed beauty gurus and industry professionals.
WRITTEN BY AYOKA LAGUDA
EDITED BY ERINA NAKAZAWA
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