McQ debuts AW13 collection through online film

Alexander McQueen’s sister brand McQ has launched a short film showcasing its new autumn/winter 2013/14 collection in line with the start of London Fashion Week.

Shot by photographer Roger Deckker, the spot is reflective of the team’s search for alternative ways to showcase the new season’s line. For context, mainline Alexander McQueen will also not show on the catwalk in Paris this season as creative director Sarah Burton takes maternity leave.

The resulting film is comprised of a series of vignettes shot over a twenty-four hour period. It features models Maria Bradley and Botond Cseke and is inspired by “twentieth-century avant-garde Czechoslovakian and post-war Italian cinema”. Set in both London and the British countryside, its aim is to reflect the brand’s rebellious and street-inspired heritage.

Also joining it are two lookbooks (menswear and womenswear) and a mood image series, as shown below.

 McQ AW13 film McQ AW13 film McQ AW13 film McQ AW13 film

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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