McQueen, formerly known as Alexander McQueen, has unveiled its latest campaign under the creative direction of Seán McGirr. The campaign, inspired by the vibrant energy of East London, showcases the rebellious glamour of the city’s youth as they navigate its streets in style.
The collection features tactile fabrics, twisted designs, and sharp silhouettes that exude an animalistic opulence. From tufted denim to razor-sharp suiting adorned with shattered jet-stones, each piece reflects a sense of primal pleasure and sensuous luxury. Accessories like the Sling bag and Fringe loafer add a touch of edgy sophistication, with metal T-bar buckles and rich oxblood leather creating a bold statement.
McGirr, who took the helm at McQueen in December 2023, is committed to capturing the essence of London through his designs. With a background in fashion from Central Saint Martins and experience at top fashion houses like JW Anderson and Burberry, he brings a fresh perspective to the brand. His vision is to infuse the collection with the raw, poetic energy that defines the city, celebrating its diverse characters and dynamic atmosphere.
The campaign marks a new chapter for McQueen as it continues to evolve under McGirr’s leadership. By staying true to its London roots and embracing the city’s vibrant spirit, the brand is poised to resonate with a new generation of fashion enthusiasts. As the fashion world eagerly awaits the release of the collection, it’s clear that McQueen is back to basics in the best way possible – with a bold, unapologetic style that captures the essence of modern luxury.
