Following last October’s announcement that designer and JW Anderson alum Seán McGirr was appointed creative director of Alexander McQueen, fashion fans have been waiting with bated breath to see what a new era for the brand might look like after the over-a-decade-long reign of Sarah Burton. Ahead of McGirr’s Paris Fashion Week debut, the house offered the world its first peek at a modern McQueen by releasing the creative director’s first campaign, shot by Tommy Malekoff.



The series of campaign images, starring long-time house muses Debra Shaw and Frankie Rayder, features models in an ancient pine forest, immediately drawing us back to the late designer’s affinity for nature (à la PlatosAtlantis, Voss collections). The fashion, however, remains front and center, as models are seen in metallic skull masks, slick tailored suits, and classic tartan. The addition of the skull, an iconic symbol synonymous with the house’s eponym, shows the intent to honor the codes that first catapulted McQueen to success over thirty years ago.



The tartan dress seen on Shaw shows a continuation of this esteem (who could forget the torn tartan seen on the controversial “Highland Rape” runway in 1995?) and McGirr’s creative intent is clear: It’s the McQueen we know and love, modernized for today.
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