Alexander McQueen by Seán McGirr Preview Campaign
With a teaser campaign, Alexander McQueen presents the vision of new creative director Seán McGirr. It is a significant event that intertwines the brand's rich history with its future.
The campaign has a distinctly Celtic flavour to it, set against the ethereal yet grounded background of an ancient pine forest.
Here, among the beauty of nature, modelling icons and close friends of Frankie Rayder and Debra Shaw of the premium fashion business steal the show. A peek at the outfit reveals red tartan, a metallic dress with embellishments, and loose tailoring.
Wearing chrome play masks in the form of skulls, a representation of McQueen's identity that is both playful and profound, they capture the essence of the brand. These masks, which at first conceal their identities, gradually reveal a noble strength that represents the transformational force of fashion.
The return of Lee McQueen's original emblem, created more than thirty years ago, represents a move towards expansion while paying homage to the brand's heritage.
Tommy Malekoff captured this act of rebirth and continuity through his camera; when combined with Edward Quarmby's art direction, his images mark a new chapter in the history of the illustrious label.
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