WHAT BECAME clear at Seán McGirr’s debut collection for McQueen was that the designer was returning to the very roots of the brand. Specifically its hometown – London.
“[It] has always represented an idea of London that I’m deeply attached to,” notes the new creative director. “It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I was to bring that energy to life with the rigour and raw feeling that makes the city’s air hum, leaning deep into its tensions – something that feels poetic and primal”.
Shot by Glen Luchford deep into the corners of East london, the first campaign by McGirr captures a very youthful version of the brand. Described as ‘renegade glamour’, the diverse cast of models, seen also previously at the show, appear strong and unique against the rugged backdrop of the streets.
With hints of animalistic motifs and fierce silhouettes, what initially seemed as a parting of direction now seems more akin to the brand’s foundations, knitting together a uniform for the rebellious outsider.
by Imogen Clark