A brief overview
A MANIFESTATION OF FREEDOM AND DISSIDENCE
The McQueen AW25 campaign serves as a distillation of the tension of beauty and rebellion prevalent in the house. The images we see are visceral representations of liberation and freedom. They invoke a feeling of moving from restraint to ecstatic freedom, which is truly the brand’s fucking intention.
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LACQUERED LEATHER, BELTED AND BUCKLED
The lacquered leather garments, rigged into odd sculptural shapes, embracing welts, belts, and buckles, and lit in spectral tones, are what we remember from this season, which also includes sophisticated gothic romanticism imbedded in silhouettes that feel both place-less and timeless.
Discover more looks and trends in our dedicated fashion collection!
THE CREATIVE HORIZON
Creative director Sean McGirr collaborated with photographer Glen Luchford and art director Christopher Simmonds to capture the intention of this campaign. We’re seeing a development of the descriptive yet performative means of McQueen in its ‘cinematic’ storytelling. Luchford’s photographs enhance the immersive experience for the viewer as music from Tricky gives the tones a haunting rhythm.
MORE CONSTRUCTORS OF MOVEMENT
Models such as Alex Consani and Libby Sweeney’s movements are crafted in choreography by Benoît Swan Pouffer and demonstrate the strong sense of conflict, the duality of power and vulnerability articulated in motion. The joyful abandon writers created in their ecstatic movements are also apparent in their different base creative experiences.
A WAY FORWARD FOR MCQUEEN
As we move into individual agency, the McQueen AW25 campaign represents a seasonal capsule but more than that; it is a demonstration of the house’s identity under the watchful eye of McGirr. Now more than ever, the clothing itself is seemingly prominent. With continued consideration of innovative and culturally resounding design, the house will continue to embrace its future while celebrating its past.
