Pat McGrath casts star-studded line-up in long-awaited foundation campaign

The British make-up artist partnered with creative legend Steven Meisel to introduce the long-awaited range

Pat McGrath Labs, by British make-up icon Pat McGrath, has cast a star-studded line-up for its latest product campaign.

From Ru Paul’s Drag Race alumni to world renowned models and make-up artists, the cast includes Sonjdra Deluxe, Zhengyang Zhang, Damian Hurley, Violet Chachki, Primrose Archer, Blesnya Minher and Shanelle Nyasiase.

The campaign marks the launch of the brands first-ever - and long-awaited - foundation range, Skin Fetish: Sublime Perfection.

Shot by photography legend Steven Meisel, the campaign video shows the models wearing its make-up products in an effort to promote its extended shade range.

The range also includes a primer and powder.

Meisel has been dubbed one of the most powerful photographers in the fashion industry and has worked on fashion campaigns for Versace, Dolce & Gabbana and Prada.

“To have Meisel’s fierce and disruptive aesthetic, eye for fresh talent and prolific, unparalleled approach to beauty is a dream come true,” said McGrath.

“It is an honour and privilege to introduce my first foundation skin system to the world via a campaign by the legendary Steven Meisel.”

Making it in retail

Last month, the brand landed its first-ever permanent retail concession at Selfridges and broke a number of its records.

During its temporary pop-up a product was sold every 40 seconds and consistently achieved the top spot for domestic online beauty sales.

Today, its range includes lipsticks, lip glosses, eyeshadows, eye liners and beauty accessories.

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