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McQueen campaign returns to its roots with inspiration from London

McQueen campaign returns to its roots with inspiration from London

Alexander McQueen — or simply McQueen, as he is now known — has launched his latest campaign, the latest step in the brand’s rebranding under new creative chief Seán McGirr.

MCQUEEN

The story is set in East London and “captures the renegade glamour of the city’s youth — the diverse characters who navigate the concrete benches and wide streets, seeking their primitive pleasures.”

In a statement, the company said, “His style is tactile; distorted; tense. An animalistic opulence bursts from the seams of tufted denim and the chest of a razor-sharp suit inlaid with broken jet stones. The gleam of a hard metal T-bar buckle, cool to the touch against rich, oxblood leather—the Sling bag, strapped tightly and held close to the body. The same buckle restraining the tentacles of the Fringe loafer. Constrained or enveloping, his uniform is made for the base instinct—for the sensual pleasure of a big, enveloping sheepskin clashing with the hardened fragments of modern life. For the whims of London.”

McGirr added that “McQueen is a London-born brand and has always represented an idea of ​​London that I’m deeply connected to. It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I want to bring that energy to life with the grit and raw feeling that makes the air of the city hum, leaning deeply into its tensions – something that feels poetic and primal; powerful and real. Something that comes from the people. I want to bring light to that.”

The designer only took over from Sarah Burton at McQueen in December 2023.

The Irish national was born in Dublin in 1988 and, like many of the big names at major fashion houses, is a graduate of Central Saint Martins in London. There, he obtained a Master of Arts in Fashion in 2014.

Prior to joining McQueen, he was head of ready-to-wear at JW Anderson and previously held roles at Dries Van Noten, Uniqlo and Burberry.

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