Spring 2010 blooms with the ultimate flower fusion as M∙A∙C joins forces with Liberty of London, creating cool Britannia compacts, fabulous new shades of makeup and beautiful accessories to match. It’s the latest in a series of M∙A∙Collaborations. This collection includes numerous shades of lipstick ($14), lipglass ($14), eye shadow ($14.50), nail lacquer ($12), powder blush ($18.50) and beauty powder ($25). The small makeup bag is priced at $25, the large one is $30, and the Liberty of London scarf is $95.
M·A·C Liberty of London will be available March 11, 2010 at all M·A·C locations and online at maccosmetics.com. To learn more about the M·A·C Give Me Liberty Collection, check out the Q&A below with James Gager, Senior Vice President and Creative Director for M·A·C Cosmetics.
M·A·C and Liberty of London are both iconic brands that promote quality, value and beautifully designed products. When and how did this collaboration with Liberty of London develop?
I’ve been watching Liberty for quite some time and have seen the brand evolve over the years. When they started over 100 years ago, they were an iconic English company synonymous with luxury and great design; Liberty was a bastion of British classicism via their beautiful prints and distinctive department store. They have grown into a very cool brand that has collaborated with designer labels like Comme de Garçons and personalities such as Kate Moss. Liberty is upping their own ante in terms of fashion, but remaining true to the brand’s English heritage with their products and prints. Liberty doesn’t have their own makeup line, so I wanted to partner on a project that spoke to both the brand’s modernity and global authority. I thought it would be really interesting to see what M·A·C would look like dressed up in a Liberty print.
The M·A·C Give Me Liberty of London design is based on William Morris’s Strawberry Thief print from 1883. What appealed to you about it, and did you make any changes?
M·A·C was allowed to cull from the vast Liberty archives to select this print as the inspiration for the collection. As we wanted something that would be exclusive to M·A·C, Liberty graciously agreed to rework it for us. We collaborated on the colours of the print and of course the package design and print placement. By combining Liberty’s heritage and history with M·A·C’s distinctive sensibility, we were able to take a print that was over 100 years old and modernize it in a way that I think will resonate with customers worldwide.
The collection is so beautiful and fun for spring – how did you integrate the print into the packaging and accessories?
I’m particularly proud of the packaging. To begin with, it is all white, which is unique for M·A·C. White speaks to a reawakening of everyone’s sensibilities for spring. We took the pattern and embellished it on our compacts, some of which normally have clear windows. Instead, we inserted opaque windows so the print is more visible. We used the motif on different parts of the packaging and, to create variety, deconstructed it by taking the flower or the bird and showcasing them on select pieces. We also decorated the nail lacquer bottle which, for our recent Hello Kitty collaboration, was a coveted item. And we designed Liberty makeup bags using the same beautiful print in a tongue-in-cheek way by highlighting a very large flower from the print as the zipper pull. All in all, the M·A·C Give Me Liberty collection has a remarkably fresh, springy look to it. Even if you don’t know what Liberty is, you want to own these pieces because they are so unique and special. It’s evident that something original has taken place here in terms of the collaboration.