Louis Vuitton has finally unveiled La Beauté, the luxury make-up line it has created with legendary MUA Dame Pat McGrath.
The fashion house has worked exclusively with McGarth – who was appointed Creative Director, Cosmetics – on the range, which launches this month, marking a refreshed focus on beauty from the fashion giants.
The partnership is said to be a natural fit following McGrath’s work on 20 years worth of Louis Vuitton shows, creating looks for the brand’s runway shows and shoots.
The initial launch puts eyes and lips at the forefront, with eight LV Ombres eyeshadow compacts (€220 each), ten sheer LV Baume lip balms (€140 each), and the LV Rouge Lipstick, available in 55 shades (€140).
McGrath worked closely with Louis Vuitton to create a collection that is more than just make-up, with products designed to act as keepsakes as well as performing well.
“With product development I have always been obsessed with the smallest of details,” said McGrath.
“The perfection needed in product texture, the precise application methods, just the right amount of pigment pay-off, and how products should make you feel.
“I always like to push boundaries with make-up — and this métier is no different.
“The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.”
The product line is also full refillable, with lipstick bullets and replacement eyeshadows available to purchase.
Louis Vuitton also enlisted the house’s Master Perfumer, Jacques Cavallier Belletrud, to create scented lip products.
The LV Rouge range combines mimosa, jasmine and rose, while the Baumes are infused with mint and raspberry.
Belletrud said: “Creating fragrance for a lipstick is a completely different challenge than for skin.
“The scent sits much closer to the wearer’s nose, so it must be delicate yet expressive, something that seduces first the wearer herself before anyone else.
“We were inspired by classic lipstick scents of the past, but I wanted to break that tradition to offer something truly modern and immersive, rooted in Louis Vuitton’s codes of excellence.
“It took us four years to get right and is something I am very proud of.”
Louis Vuitton’s La Beauté will launch exclusively in a selection of stores in China on 20 August and will be available for pre-order worldwide from 25 August.
It will then be introduced to select stores across the globe on 29 August.
The LVMH brand is also set to celebrate the launch with a dedicated pop-up in New York, US.
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