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McQueen unveils website redesign, incorporates McQ line and digital scarf boutique

Alexander McQueen has relaunched its website to incorporate contemporary label, McQ, in its own branded area, and offer the largest breadth of shoppable McQueen product anywhere online.

The redesign focuses on large, rich imagery to showcase the craftsmanship of the collections, as well as content to tell the story behind them. New dynamic lookbooks are fully shoppable across women’s, men’s and accessories, while a ‘More McQueen’ tab offers additional runway video, ad campaigns and access to pre-collections. Meanwhile, a separate experience area also houses info on special projects such as 2011’s Savage Beauty exhibition at the Costume Institute in New York.

A highlight feature also lies in the ‘digital scarf boutique’, which offers consumers multiple colour combinations of the brand’s iconic skull scarf, as well as exclusive prints.

Users can also curate their favourite items (from products through to campaigns) and save them under the ‘My McQueen’ header, and from there, share them across their social networks.

The relaunch also sees McQueen expand its e-commerce business from just the US and UK, across the EU.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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