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.