“Soft glam” is a term that’s used a lot in beauty circles, but as we saw at Alaïa’s spring/summer 2024 haute couture show in Paris on Monday, there is soft glam, and then there is Pat McGrath’s soft glam. While the look was uniform in that the focus was cashmere-smooth, luminous skin throughout, the beauty brief was very much to highlight each model’s individual beauty at the same time. “At Alaïa couture this season, the makeup is soft and luxurious,” McGrath told Vogue. “It’s a true celebration of the models’ individual beauty, which we’re then enhancing with naturally radiant skin and exquisitely perfected features.”
McGrath and her team worked tirelessly to prep and prime the models’ skin, ready for meticulous application of flawless base products. “We start with amazing skincare, prepping the skin with the Divine Skin: Rose 001 The Essence,” explained McGrath. “Then we perfect the skin with the Skin Fetish: Sublime Perfection Foundation, Concealer and Setting Powder.” The show was also an opportunity for the makeup guru to put her newest product to use: Sublime Perfection Blurring Under-Eye Powder in Baby Pink. “Launching in March, this new shade of our bestseller helps neutralize dark shadows and brighten under the eyes, pulling the skin together in a really beautiful way,” said McGrath.
As for the rest of the face, McGrath opted for touches of low-key luxury. “For the rest of the makeup, the beauty is in all the little details,” McGrath said. Eyes were softly sculpted with warm taupe shades from the Mothership I: Subliminal Palette to add gentle definition, and lashes that were coated but not cloaked in Dark Star Mascara at the roots only. For lips, McGrath opted for the subtlest of sheens. “To finish the look, lips are topped with Lip Fetish Sheer Colour Balm, leaving them beautifully nude and hydrated.”
