McQueen’s Fall/Winter 2024 campaign, the first under new creative director Seán McGirr, presents a vision of artistic rebellion rooted in the streets of London. Working with art director Christopher Simmonds and photographer Glen Luchford, the campaign features a diverse cast of models including Awwal Adeoti, Libby Bennett, Sara Caballero, Nyajouk Gatdet, Reuben Larkin, Long Li, Bebe Parnell, Aryan Patel and Owen Ruppersburg.
Deeply connected to the visceral energy of London, McGirr aims to capture the essence of the city through the campaign’s eclectic characters. He seeks to illuminate the tensions that make London‘s air hum, creating a poetic and primal atmosphere that feels powerful and real, driven by the people who inhabit the city.
The cinematic and surreal campaign film follows the cast through East London’s underground scenes, from cobbled streets to dimly lit soirées. Austerity and opulence collide, mirroring McGirr’s collection, which explores the intersection of the animalistic and the elegant.
While McGirr’s debut runway was polarizing, the campaign helps clarify the direction of this new chapter for the brand. The collection marks a bold departure from the previous era, yet retains McQueen‘s signature blend of elegance, fantasy and edge, now seen through McGirr’s unexpectedly experimental lens.
Stylist: Marie Chaix
Hair: Gary Gill
Make-up: Daniel Sallstrom
Manicure: Ama Quashie
Casting: Ben Grimes
Production: MAI Productions
Read more: Adrian Appiolaza’s debut Fall/Winter 2024 campaign – Moschino’s vibrant new vision
