Kering‘s Alexander McQueen is poised for a transformative period under the leadership of its recently appointed Artistic director, Seán McGirr, and the Dublin-born designer has unveiled an early preview of his upcoming debut collection for Fall/Winter 2024, which will be shown in Paris on March 2nd, through the first series of campaign images, marking the beginning of his tenure at the helm of the brand.
The first campaign images, featuring ‘’icons and friends of the house’’ Debra Shaw and Frankie Rayder, offer a fresh yet respectful nod to the brand’s storied past, seamlessly blending it with a vision for its future.
The campaign, shot by photographer Tommy Malekoff with art direction by Edward Quarmby and styled by Marie Chaix, is set against the mystical backdrop of an ancient pine forest, evoking a “Celtic ambiance“. This setting not only pays homage to McQueen and McGirr’s shared heritage, but also introduces the collection’s thematic elements. Shaw and Rayder are seen wearing new chrome skull masks, a modern reinterpretation of McQueen’s iconic motif, bridging the brand’s rich heritage with its forward-thinking trajectory.
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The refreshed logo, a creative evolution of Lee Alexander McQueen’s original design more than 30 years ago, features prominently in the campaign. This updated emblem features the letter “C” nestled within the “Q.” The campaign‘s visuals, which include sleeveless minidresses paired with chunky boots, structured suits with pronounced shoulders, and a silver dress reminiscent of cobwebs and shattered glass, capture the collection’s youthful yet undeniably McQueen essence.
After graduating from Central Saint Martins, McGirr began his career with roles at Burberry and Vogue Hommes Japan, building a solid foundation for his career. His notable experience includes contributing to Uniqlo‘s creative teams in Tokyo and Paris under Christophe Lemaire from 2014 to 2018. McGirr then took over the womenswear line at Dries Van Noten from 2018 to 2020, before taking the helm of the ready-to-wear division at JW Anderson.
His diverse experience in both menswear and womenswear, combined with a keen eye for detail and fabric, has positioned him as the ideal successor to carry the McQueen legacy into a new era.
Read more: Alexander McQueen welcomes Seán McGirr, forging a new dawn
