FOR McQUEEN’s Autumn/ Winter 2025 campaign, Seán McGirr found solace in the unique space between freedom and subversion. Starring Alex Consani, Athiec Geng, Chu Wong and Libby Taverner, the series of images and adjoining video masterfully borrows the codes of Victorian Gothic to inject its spirit into today’s alternative culture.
McQueen AW25
McQueen AW25
Looking back and taking inspiration from the creatives who spearheaded the scene, like Oscar Wilde, Vesta Tilley and Romaine Brooks, the British brand looked at capturing the tension in restraint – where the freedom in shifting physicality lies. With the models body’s creating free flowing forms and permanently paused through the lens of photographer Glen Luchford, whats captured is the beauty in release.
McQueen AW25
McQueen AW25
“The collection was rooted in the uncompromising self-expression of independent thinkers, exploring the tension between tradition and transgression,” explained McGirr, McQueen’s Creative Director. “Their spirit of progressivism feels pertinent now, inherent in modern questions of character, identity, idealism and gender.”
The narrative created through the campaign is a natural ode to the brand’s ethereal link with raw beauty. Bodies arch and twist, and the notion of being polished is thrown to the wind. Once again, the visual tapestry of McQueen ripples through the vast ether of too-put together imagery as a dark force unafraid of its flaws.
by Imogen Clark