Alexander McQueen reimagines the “McQueen woman” through a new series of short films. Shot and directed by Sophie Muller, the fashion house is creating a series of projects revolving around Burton’s vision of the “McQueen woman” each film features a different character, story, and McQueen item. 

For the first film in the series, Burton enlists the help of long-time collaborator of the house Lucia Fairfull. Known for her indie music, Fairfull takes on a new leading lady role. Burton follows her throughout her hometown of Glasgow, and shows her galavanting through different landmarks, such as the Barrowland Ballroom. Fairfull runs through the streets with the brand’s Jewelled Satchel, a crossbody bag that features a four-ring closure. The closure features McQueen’s iconic crystal skull, and adds a punk motif that fits in line with the brand’s identity. The film gives off a film noir style, as it follows the aesthetic style of old-school horror. Dark scenes, grainy footage, dramatic rain, and the sense that someone is following you come together to create “Lucia: Jewelled Satchel.”

As Fairfull closes the film with a performance by herself and her band, Burton sets the stage for an era of the Alexander McQueen woman.