Alexander McQueen has recently unveiled its highly-anticipated campaign under the artistic direction of Seán McGirr, generating significant buzz within the fashion industry. Following his appointment last October as the successor to the renowned Sarah Burton, McGirr is set to showcase his first collection at an upcoming Paris runway show. However, this campaign provides a sneak peek into the creative direction that McQueen will take under his leadership.
The company has stated that the campaign draws inspiration from Alexander McQueen’s iconic past while also looking towards the future. It prominently features models Debra Shaw and Frankie Rayder, described as “icons and friends of the House.” Nestled within an ancient pine forest, the imagery exudes an ethereal Celtic vibe, perfectly capturing the essence of the brand.
One of the most notable elements of the campaign is the chrome masks worn by Shaw and Rayder, which mimic McQueen’s signature motif, the skull. This iconic symbol has become inseparable from the brand and continues to represent its powerful and edgy aesthetic. The masks imbue the campaign with an air of mystery and intrigue, captivating viewers further.
In addition to the visual elements, the campaign also showcases a redesigned Alexander McQueen logo. Originated by founder Lee McQueen over thirty years ago, the logo has now undergone a contemporary update while still paying homage to its roots. The focus is now primarily on the surname, injecting a sense of modernity while ensuring its recognizability among long-time fans.
The campaign was skillfully captured by photographer Tommy Malekoff, under the art direction of Edward Quarmby. Their collaboration has successfully brought Seán McGirr’s vision to life, manifesting the unique fusion of fashion, nature, and storytelling that defines Alexander McQueen. This debut campaign gives a tantalizing glimpse into what can be expected under McGirr’s artistic direction, with fans eagerly anticipating his future collections.
All in all, this campaign signifies a crucial moment for Alexander McQueen as it transitions from the reign of Sarah Burton to a new era led by Seán McGirr. With its visually mesmerizing imagery and daring design choices, it is evident that McQueen is prepared to embark on an exciting new chapter with McGirr at the helm.
