Pat McGrath's AR Revolution in Makeup
When A Legend Goes to the Stratosphere!
All images are owned by Pat McGrath Labs
As a former fashion and editorial Makeup Artist turned Creative Director at the intersection of beauty and technology, I’ve always admired the ways visionaries push the boundaries of our industry. So when I first saw the Maison Margiela fashion show this past January, featuring Pat McGrath’s take on “Glass Skin,” I nearly cried real tears, and after learning that she was inspired by AI and AR filters, I was damn near hysterical and needed to know HOW! Needless to say, this look blasted into the stratosphere! I am not exaggerating when I say that this look was absolutely everywhere! It was a viral hit! Bravo, Pat!
If you are one of the few people who didn’t see the show (no judgment, well maybe just a little!) please feel free to view it here:
So, after the dust settled, I was pleasantly surprised to see the legend herself, Pat McGrath, yes, the iconic makeup artist, embrace Augmented Reality (AR) to amplify her stunning Maison Margiela makeup looks even more. This move not only highlighted her willingness to innovate to keep things fresh but also set a new standard for the beauty industry.
One thing I know for sure is that Pat McGrath has always been a trailblazer, and her latest venture into AR is no exception. By hiring Creative Director and 3D Artist Jeferson Araujo, she introduced an AR filter that brought her artistic creations to life in a way that was previously unimaginable. This creative work resulted in a mesmerizing digital experience that seamlessly blended both the physical and virtual worlds.
The AR filter, designed to replicate McGrath’s iconic Maison Margiela looks, allows users to see themselves adorned in her exquisite makeup artistry. It’s like stepping into one of her runway shows, where every detail is meticulously crafted to perfection, but you get to experience it from your couch. The filter captures the essence of McGrath’s work—the bold colors, the glass skin, and the flawless execution—and makes it accessible to anyone with a smartphone.
Me sitting on my couch trying the Maison Margiela AR Filter by Pat McGrath Labs on Instagram
What I love about this is the way it democratizes beauty. With the AR filter, McGrath’s avant-garde looks are no longer confined to the runway or in a glossy magazine like Vogue or Allure. Instead, they’re available to everyone, everywhere. It’s a powerful reminder that beauty is for all, and technology can be a tool to enhance our self-expression.
This innovative approach also speaks to the future of beauty marketing. By embracing AR, McGrath is not only showcasing her makeup artistry but also creating an interactive experience that engages her audience on a deeper level. It’s a masterclass (which she taught during an Instagram live where she recreated the look) on how to leverage technology to build a stronger connection with consumers and elevate a brand’s presence and sales in the digital age.
@PATMCGRATHREAL/INSTAGRAMAs someone who champions the fusion of creativity and technology, I find McGrath’s venture into AR both inspiring and validating. It reaffirms my belief that the future of beauty lies in embracing new technologies to push the limits of what’s possible. And it’s a reminder that even in a world saturated with digital content, there’s always room for innovation and originality. It also lets all my makeup artist friends/colleagues (who are hesitant to try these new fields) know that there is money to be made utilizing the skills that they already have. It also shows that it’s okay to learn new technology to keep your skills fresh!
In a constantly evolving beauty industry, Pat McGrath’s AR filter stands out as a shining example of how technology can enhance our artistry and expand our reach. It’s a bold step forward, and I’m excited to see more of it in the future. If this is the direction that beauty is headed, I’m all in.
If you have a bit of time, take a look at this video from Vogue on “The Story Behind John Galliano’s Viral 2024 Maison Margiela Show.” It was so inspiring!
Before I go, I wanted to let you know that I was a guest on a podcast about AI with my friends at T10 Collective | The 11Eleven Podcast.
These two things I know for sure:
It was really good. So make sure you watch it.
I look crazy in this thumbnail. Hee Hee!
There you have it, folks! I’m thinking about starting a curated email that lists all of my loves and happy places, which I may send out once or twice a month. What ya think? Email me back and let me know. I’d love to hear from you!
I have a lot more coming down the pipeline so definitely stay with me on this ride. It’s only going to get more fun along the way.
