Alexander McQueen Unveils Graffiti Collection in a Bold New Campaign
The McQueen name is splashed across unconventional canvases throughout 12 major cities.
The McQueen name is splashed across unconventional canvases throughout 12 major cities.
Text: Rocio Fabbro
Using major fashion capitals of the world as its canvas, Alexander McQueen has unveiled an eye-catching graffiti campaign. The house splashed its name on the sides of unconventional slates, including pavements, buildings, taxis, buses, trucks and airplane banners - both in paint and video projections.
The campaign was launched guerrilla style across 12 major global cities: New York City, Los Angeles, Miami, London, Paris, Milan, Shanghai, Beijing, Hong Kong, Seoul, Tokyo and Dubai. Don't be surprised if you see a taxi zoom past you with thick brushstrokes spelling out "McQueen." This bold-meets-chic branding is the house's way of unveiling its newest McQueen Graffiti collection.
The Graffiti is a new graphic that features in both men's and women's collections across all product categories, from t-shirts to bags to sunglasses and beyond. The unique graphic print gives McQueen's signature avant-garde style an edgy twist. The Spring-Summer 2021 Collection, defined by pleated skirts and puffed sleeves, is grounded in a fun and fashionable modern light using the Graffiti print.
Simple, monochromatic styles are given streetwear status using the haphazardly chic graffiti-style print. Drawing inspiration from major urban centers like NYC and LA, this collection's aesthetics bring the iconic house into a new realm of sophisticated grunge, infusing staple pieces with a youthful, punk energy.
View the bold new Graffiti line for yourself here.