After some alluringly arcane social media posts, Alexander McQueen showcased their reimagined brand ‘MCQ’ in August with their first collection, ‘Genesis II’. Energised with a sense of innovation and youth, MCQ’s intention to expand beyond a designer label was tangible from the very first Icon.
In destabilising the archetypal hierarchy of fashion dynasties ruled by a single-cell powerhouse, MCQ chooses to collaborate with creatives and establish a global platform with multiple contributors.
To displace seasonal collections, MCQ instead releases drops, dubbed ‘Icons’, formulating a synthesis of creativity and dynamism in a frequent rotation of on-trend items.
Fusing fashion and technology, the diffusion line continues to weave themes of futurism and urbanism into their second capsule, ‘Arcade’. The pieces exhibit these ideas in the use of ‘hyper graphics’, garment technology and 3m reflective fabrics within rave silhouettes; luminescent bucket hats and jackets with zip-off sleeves present us with a unique retro-modernism. To correspond with the continued line of innovation, select pieces incorporate the shade ‘hyperlilac’, invented exclusively for MCQ by Pantone.
‘Arcade’ consolidates creative input from Taiwanese visual artist Yuen Hsieh, whose stylised cyberpunk vibe infuses the visuals and London-based stylist Harry Lambert, alongside multi-award winning director Duncan Loudon, who directed the brand’s teaser video.