Alexander McQueen’s sister brand McQ has launched a short film showcasing its new autumn/winter 2013/14 collection in line with the start of London Fashion Week.
Shot by photographer Roger Deckker, the spot is reflective of the team’s search for alternative ways to showcase the new season’s line. For context, mainline Alexander McQueen will also not show on the catwalk in Paris this season as creative director Sarah Burton takes maternity leave.
The resulting film is comprised of a series of vignettes shot over a twenty-four hour period. It features models Maria Bradley and Botond Cseke and is inspired by “twentieth-century avant-garde Czechoslovakian and post-war Italian cinema”. Set in both London and the British countryside, its aim is to reflect the brand’s rebellious and street-inspired heritage.
Also joining it are two lookbooks (menswear and womenswear) and a mood image series, as shown below.
Alexander McQueen has relaunched its website to incorporate contemporary label, McQ, in its own branded area, and offer the largest breadth of shoppable McQueen product anywhere online.
The redesign focuses on large, rich imagery to showcase the craftsmanship of the collections, as well as content to tell the story behind them. New dynamic lookbooks are fully shoppable across women’s, men’s and accessories, while a ‘More McQueen’ tab offers additional runway video, ad campaigns and access to pre-collections. Meanwhile, a separate experience area also houses info on special projects such as 2011′s Savage Beauty exhibition at the Costume Institute in New York.
A highlight feature also lies in the ‘digital scarf boutique’, which offers consumers multiple colour combinations of the brand’s iconic skull scarf, as well as exclusive prints.
Users can also curate their favourite items (from products through to campaigns) and save them under the ‘My McQueen’ header, and from there, share them across their social networks.
The relaunch also sees McQueen expand its e-commerce business from just the US and UK, across the EU.
The spring/summer 2011 McQ campaign is being unveiled through a series of entries on the brand’s Tumblr site.
A partnership between the contemporary line from Alexander McQueen and London-based photographer Niall O’Brien, the images were shot during a road trip across the American Northwest.
“When we stopped, it was usually at rivers and small towns where we’d end up hanging out with kids and locals, drinking beers, swimming, exploring and having fun,” said O’Brien.
A spokesperson told Vogue.com: “These spring/summer 2011 images are a creative collaboration with Niall, where he captured the spirit of youth and adventure so intrinsic to the McQ brand. We have decided to share this journey through a series of posts built on the www.m-c-q.com Tumblr site to allow followers to share and interact with us.”
The site was launched late last year with digital creative agency Wednesday. Jonathan Akeroyd, president and CEO of Alexander McQueen told the Business of Fashion: “Because McQ is a new, fresh and energetic collection, we want to talk to its fans through the media they use. McQ will forge links with its customers through social media platforms to create a more direct relationship with them.”