There is an enduring and unbreakable bond between Alexander McQueen and London. Seán McGirr, the new creative director from October 2023, has chosen to build on this link for his first official campaign, staying true to the brand’s British roots. Although Irish and originally from Dublin, he is very familiar with London. Graduated from the prestigious Central Saint Martins in 2014, the same university where Lee Alexander McQueen studied before founding his fashion house in 1992, McGirr spent much of his professional years in this creativity-friendly metropolis.
Continuing the British soul of the brand, the Fall Winter 2024 campaign of Alexander McQueen aims to capture the eclectic spirit and vibrant energy of London. For the first campaign of his incumbency, McGirr has chosen to set in East London, an area that inspired Alexander McQueen’s pioneering designs. The campaign reflects the same gritty yet glamorous tones as the debut collection, giving it a timeless and contemporary feel.
Through an imaginative narrative that’s at once primal and poetic, the campaign vividly portrays the city’s youthful energy and diverse characters as they navigate its urban piers and streets. It’s a portrayal of contrasting tensions and energies, through which McGirr effectively captures the essence of London and translates it into a powerful fashion narrative.
The campaign is a tactile experience. The garments are bold and extravagant, and the opulence was all captured by Glen Luchford’s outstanding images. From the mini dress embroidered with shattered chandeliers and red and orange bicycle reflectors to the model’s cozy oversized mohair coat paired with horseshoe-shaped shoes. The sling bag comes in a warm blood red with a cold metallic T-buckle. But whether it’s the twisted silhouettes or the animalistic lavishness of quilted denim, or the sharply detailed dresses adorned with shattered black stones representing the hardened fragments of metropolitan life, each piece aims to evoke a visceral response and provoke a reaction.
McGirr describes the uniform of the new generation of Londoners as either constricting or protective, designed to satisfy a primal instinct. With a collection reflecting Alexander McQueen’s rebellious and glamour core identity but with a modern twist, the new era of Alexander McQueen is sure worth looking forward to.
Text: Matilde Manca