McQueen's East London Glamour: A/W 24 Campaign
The Alexander McQueen Autumn/Winter 2024 campaign transports the glamorous rebelliousness of creative director Seán McGirr's debut collection to the gritty streets of East London. This campaign, shot by Glen Luchford, embodies the collection's unapologetically flashy and excessive aesthetic, mirroring its opulent nature.
The campaign opens in stark black and white, showcasing a high-neck shearling top paired with a smashed jet stone jacket and trousers. This striking ensemble establishes the campaign's tone of bold statement pieces. The next two looks elevate outerwear to new heights. A studded bomber jacket paired with denim jeans, featuring shearling seams, infuses menswear with 80s glamour. A flared coat, complete with a dramatic bird tail back and leather collar, styled with a mini skirt, amplifies the campaign's flashy energy.
Color washes over the campaign as the next look rides through the city streets on horseback. A mini dress, intricately embroidered with smashed chandeliers and red and orange bicycle reflectors, makes a grand entrance. An oversized mohair coat, styled with nothing but horse hoof-shaped shoes, commands attention with its dramatic presence. Two menswear looks conclude the campaign, each suit demonstrating that glamour can be delivered both loudly and subtly. One suit echoes the campaign's opening look, adorned with smashed jet stones, while the other, a crisp stark white suit, embodies sophistication.
McGirr reflects on his first campaign, stating, "McQueen is a London-born brand and has always represented an idea of London that Iâm deeply attached to. It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I want to bring that energy to life with the rigour and raw feeling that makes the cityâs air hum, leaning deep into its tensions â something that feels poetic and primal; powerful and real. Something that comes from people. I want to bring light to that."
This campaign captures the essence of London's raw energy, blending its grit and glamor, and showcasing the collection's unique vision through a vibrant and captivating lens. The Alexander McQueen A/W 24 campaign is a testament to the brand's enduring legacy, seamlessly blending tradition with modern sensibilities, and offering a glimpse into the exciting direction the brand is heading under McGirr's creative leadership.
