Alexander McQueen previews the vision of new creative director Seán McGirr with a new campaign. It marks a pivotal moment that threads the brand’s rich heritage into the fabric of its future.
This new chapter following the spring 2024 collection not only honors the groundbreaking work of Lee McQueen but also reimagines it for today’s world, blending the past with the present and future.
Set against the mystical backdrop of an ancient pine forest, the campaign exudes a Celtic ambiance that feels both ethereal and grounded.
Alexander McQueen by Seán McGirr Preview Campaign
Here, amidst the natural splendor, modeling icons and cherished friends of the luxury designer brand Debra Shaw and Frankie Rayder take the spotlight. A glimpse at the clothing shows relaxed tailoring, an embellished metallic dress, and red tartan.
Adorned with chrome toy masks shaped like skulls, a symbol deeply embedded in McQueen’s identity, they embody the playful yet profound spirit of the brand. While masking their identity initially, these masks eventually unveil a noble strength, symbolizing the transformative power of fashion.
The revival of the original McQueen logo, crafted over three decades ago by Lee McQueen himself, signifies a respectful nod to the brand’s roots while steering it towards new horizons.
This gesture of renewal and continuity is photographed with the lens of Tommy Malekoff, whose photography, alongside Edward Quarmby’s art direction, shows a new era for the storied label.
