Alexander McQueen unveils first Seán McGirr campaign

All seasonal campaigns are important but some are more important than others and for this season Alexander McQueen has just released one of those. That’s because it’s the first McQueen imagery under the artistic direction of Seán McGirr.

McGirr’s first collection for the label doesn’t debut on the Paris runway until next month. So after he was appointed last October to replace Sarah Burton, this campaign is the first high-profile sign of the creative path the label will follow under him.

The company said the campaign draws inspiration from Alexander McQueen’s past to create the present and the future, and features “icons and friends of the House”, Debra Shaw and Frankie Rayder.

Nature is also a star of the imagery, with the backdrop of an ancient pine forest “imbued with an ethereal Celtic vibe”. 

Among the pine trees, Shaw and Rayder wear chrome masks in the shape of favourite McQueen motif, the skull.

Meanwhile, the Alexander McQueen logo, designed by founder Lee McQueen over three decades ago, has also been “redesigned for a new era” with the focus on the surname, although it’s still recognisable to any long-term fan of the label.

The campaign was photographed by Tommy Malekoff with art direction by Edward Quarmby.