For the Spring/Summer 2022 season, the foggy, grayness of London’s weather set the stage for Creative Director Sarah Burton’s inspiration for the newly launched collection. 

Visualizing the McQueen woman as what she describes as a “storm chaser,” Burton has collaborated with visual artist Sophie Muller on a short film to capture the formation of both woman and storm. 

“I love the idea of the McQueen woman being a storm chaser, of the qualities of storm chasing uniting the passionately individual community of characters wearing the clothes. They inhabit the same universe, and the clothes are inspired by and made for them. Storm chasing is not only about the beauty of the views but also a sense of mystery and excitement – about embracing the fact that we can’t ever be sure of what might happen next.”

Titled “London Skies” and shot from locations like the Saint Paul’s Cathedral to the London Eye, the film features models looking over the in dresses made in taffeta and tulle with intricate beading that catches the wind of the storm that looms above.

“The sky against which those familiar monuments appear may be calm and restorative at times and menacing at others. For me, the tension between the two is extremely inspiring. It also evokes the paradoxes that have always been at the heart of Alexander McQueen.”

See below to watch the campaign: