The spring/summer 2011 McQ campaign is being unveiled through a series of entries on the brand’s Tumblr site.
A partnership between the contemporary line from Alexander McQueen and London-based photographer Niall O’Brien, the images were shot during a road trip across the American Northwest.
“When we stopped, it was usually at rivers and small towns where we’d end up hanging out with kids and locals, drinking beers, swimming, exploring and having fun,” said O’Brien.
A spokesperson told Vogue.com: “These spring/summer 2011 images are a creative collaboration with Niall, where he captured the spirit of youth and adventure so intrinsic to the McQ brand. We have decided to share this journey through a series of posts built on the www.m-c-q.com Tumblr site to allow followers to share and interact with us.”
The site was launched late last year with digital creative agency Wednesday. Jonathan Akeroyd, president and CEO of Alexander McQueen told the Business of Fashion: “Because McQ is a new, fresh and energetic collection, we want to talk to its fans through the media they use. McQ will forge links with its customers through social media platforms to create a more direct relationship with them.”