Liberty of London is an iconic British brand know for its wild flowery prints. MAC is a Canadian cosmetics company whose makeup artists work for the world’s top fashion designers.

This spring they launched a collaborative makeup collection, Give Me Liberty of London.

James Gager, senior vice president and creative director of MAC, explains how this came to be.

Q. 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 ... I thought it would be really interesting to see what MAC would look like dressed up in a Liberty print.

Q. What appealed to you about William Morris’s 1883 Strawberry Thief print the collection is based on?

MAC 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 MAC, Liberty graciously agreed to rework it for us.

Q. How did you integrate the print into the packaging?

I’m particularly proud of the packaging. To begin with, it is all white, which is unique for MAC. White speaks to a reawakening of everyone’s sensibilities for spring. 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. It’s evident that something original has taken place here in terms of the collaboration.

Q. Can you tell us more about the ad campaign?

The inspiration was all Liberty and all London. The shoot took place in London. Miles Aldridge, a very talented English photographer, shot the visuals, and Charlotte Tilbury, an English makeup artist, designed the makeup. We aspired to capture the spirit of this dreadfully chic, cool English girl, sitting on a chair, decked out in all the British regalia.

Q. Liberty of London is synonymous with England. How do you think the collection will translate here in Canada?

(The) print and the products we choose are incredibly engaging, young, friendly and have a lot of style to them, and will relate to customers globally. It’s the unstudied style of Sienna Miller or the Spitalfields market, or the grit and glamour of Portobello Road.