Under the direction of the talented Seán McGirr, who was appointed as Alexander McQueen‘s creative director in October last year, the upcoming Fall 2024 collection promises to push the boundaries of fashion with its innovative designs and captivating aesthetics. Ahead of the official runway show in Paris on March 2, Alexander McQueen has released a series of campaign imagery that offers a glimpse into the world of McGirr’s vision. These images feature models adorned in chrome skull masks, a signature element of the brand, as they elegantly roam through an ancient pine forest. The juxtaposition of the eerie masks against the natural beauty of the forest creates a captivating and almost mystical ambiance.
Accompanying the skull masks, the campaign showcases the brand’s newly refreshed logo, which pays homage to the original design conceptualized by founder Lee Alexander McQueen over 30 years ago. The logo ingeniously incorporates the letter “C,” representing the brand’s name, nestled within the iconic “Q,” symbolizing the McQueen legacy. Despite the haunting masks, the campaign exudes a youthful and breezy atmosphere. The featured looks include sleeveless minidresses paired with chunky boots, roomy suits with strong shoulders, and a silvery dress adorned with a pattern reminiscent of cobwebs and broken glass. McGirr’s collection effortlessly marries the past with the present, paying homage to Alexander McQueen‘s rich heritage while infusing it with a fresh and contemporary twist.
