British fashion house Alexander McQueen is creating a buzz with the release of campaign images teasing its autumn/winter 2024 collection. The collection comes from the creative mind of the brand's new creative director, Seán McGirr, who is set to make his debut during Paris Fashion Week in March.
Taking the reins from the renowned Sarah Burton, who had been with the brand for an impressive 26 years, McGirr has infused his unique perspective into Alexander McQueen. The fashion house, owned by luxury conglomerate Kering, has unveiled striking campaign images shot by Tommy Malekof, with art direction by Edward Quarmby.
The imagery captures a compelling blend of gothic elements and a nod to the brand's heritage. In the campaign, we see friends of the house, Debra Shaw and Frankie Rayder, donning chrome skull masks against the backdrop of a haunting pine forest. The use of skull motifs is a long-cherished symbol of the Alexander McQueen brand, and here it seamlessly marries with McGirr's vision for the collection.
According to Alexander McQueen, the campaign images successfully capture the essence of the brand while paying homage to its past. The choice of a pine forest as the location adds an ethereal Celtic ambience, drawing inspiration from both Lee McQueen's and McGirr's cultural heritage.
The campaign exudes a dark and moody allure, but there is also a youthful energy evident. Models are seen donning a range of looks, including tailored suits, intricate silver dresses that emulate shattered glass, sleeveless tartan dresses, and black strapless minidresses paired with chunky boots. Alexander McQueen continues to explore its unique aesthetic while infusing a fresh perspective under the leadership of Seán McGirr.
Notably, the campaign showcases the brand's new logo, a refreshed version of the original McQueen logo conceived by founder Lee McQueen over three decades ago. The updated design features the letter 'C' nestled inside the 'Q', a subtle but meaningful evolution that pays homage to the brand's rich history.
Seán McGirr, an Irish national who hails from Dublin, brings an impressive resume to his role as creative director. A graduate of London's renowned Central Saint Martins, he earned his Master of Arts in Fashion in 2014 under the late professor Louise Wilson. McGirr has previously worked with prestigious fashion labels such as JW Anderson, Dries Van Noten, Burberry, and Vogue Hommes Japan.
Gianfilippo Testa, chief executive at Alexander McQueen, expressed his confidence in McGirr's appointment, noting his experience, personality, and creative energy. McGirr's appointment is anticipated to bring a powerful creative language to Alexander McQueen while building upon its unique legacy.
Fashion enthusiasts and industry insiders eagerly await Seán McGirr's debut show for Alexander McQueen, scheduled for March 2. It promises to be a captivating display of his distinctive vision and the brand's enduring aesthetic, setting the tone for the future of this iconic British fashion house.
