Alexander McQueen campaign highlights creative collaboration
At Alexander McQueen, creative director Seán McGirr's latest campaign features a diverse group of artists and musicians, described as “uncontainable” female forces. The campaign signals a shift toward a more studio-driven, multidisciplinary, and narrative-rich production style. This approach blends personal storytelling with brand codes, offering a model for building campaign teams that function as creative collectives.
- The diverse cast is part of a global campaign for the new Sling Bag, featuring musicians, producers, and artists such as John Glacier, Lauren Auder, Rene Matić, Sir Chloe, and Zsela, photographed across London, New York, Seoul, Tokyo, and Shanghai. - Seán McGirr, an Irish designer who graduated from Central Saint Martins like Lee McQueen, was appointed in October 2023. His previous role was Head of Ready-to-Wear at JW Anderson, and he has also worked for Dries Van Noten, Burberry, and Uniqlo. - The creative shift occurs as parent company Kering implements a strategic review of the Alexander McQueen brand, aiming to restore sustainable profitability amidst significant financial losses. This includes restructuring the London headquarters and streamlining international operations. - This new direction is a distinct departure from that of his predecessor, Sarah Burton, who had been with the company for 26 years. Her final collection for Spring/Summer 2024 was an ode to female empowerment, inspired by Queen Elizabeth I and artist Magdalena Abakanowicz. - McGirr’s debut Fall 2024 collection received mixed reviews, with some critics noting a more commercial or mysterious approach that departed from the brand's established codes, while others found the new energy compelling. - The appointment generated industry debate, as it resulted in all creative director positions at Kering-owned fashion houses being held by white men, highlighting a lack of female representation in top creative roles. - Kering's leadership has indicated a strategic pivot for the brand to focus more on its historic tailoring expertise and scale up the ready-to-wear category, which had been commercially overshadowed by the success of its sneaker collections.
