.new campaign
Alexander McQueen
Enigmatic Rebirth with Seán McGirr
written Sarah Arendts
Alexander McQueen's latest campaign under the visionary helm of Seán McGirr is a testament to the brand's relentless pursuit of avant-garde excellence, blending the legacy of McQueen with a forward-thinking ethos. This campaign is a bridge between the iconic past and an innovative future, orchestrated with the precision and depth that has become synonymous with the McQueen name.
The scene is set within the mystical confines of an ancient pine forest, where an ethereal, Celtic ambiance pervades the air. It's a setting that feels as much a character in this narrative as the figures who traverse its landscape. Debra Shaw and Frankie Rayder, icons and longtime affiliates of the McQueen universe, embody the spirit of the campaign, their presence ethereal, almost otherworldly, amidst the natural grandeur.
Echoing the brand's penchant for the dramatic and the symbolic, Shaw and Rayder are adorned with chromed toy masks shaped like skulls, a homage to McQueen's long-standing motif. These masks play a pivotal role in the campaign's thematic exploration of identity and transformation. Through these metallic veils, the campaign delves into themes of hidden strength and the unveiling of an inner nobility, encapsulating the essence of McQueen's legacy of defiance and beauty.
(c) Alexander McQueen
seen Tommy Malekoff
art direction Edward Quarmby
A pivotal moment in this campaign is the reintroduction of Lee McQueen's original logo, redesigned for a new epoch. This gesture of renewal pays homage to the brand's roots while signaling a bold leap into the future, embodying the campaign's overarching narrative of evolution and continuity.
Captured through the lens of Tommy Malekoff, the campaign's visual narrative is as haunting as it is beautiful, with each frame meticulously crafted to convey the story's depth and complexity. Edward Quarmby's art direction further elevates the visual storytelling, creating a seamless blend of the conceptual and the aesthetic that is both captivating and thought-provoking.
This campaign marks a significant chapter in the McQueen saga and is a celebration of fashion's power to transcend the ordinary and touch upon the extraordinary.
McQueen's journey under McGirr's stewardship is a beacon for the future of fashion, a future that respects tradition while daring to defy conventions. This campaign, with its compelling narrative and striking imagery, serves as a reminder of the transformative power of fashion, of its ability to weave stories that resonate deeply with our collective consciousness.
(c) Alexander McQueen
(c) Alexander McQueen
Through McGirr's vision, McQueen continues to challenge, captivate, and inspire, proving once again that in the world of fashion, the past is not just a foundation but a springboard for endless innovation and rebirth.