To mark the launch of McQueen’s Autumn/Winter 2025 Pre-Collection, titled Soho Characters, the British house unveiled two iconic T-shirts that both feature and embody local neighborhood icons. Under the direction of current Creative Director Seán McGirr, a limited run of just 100 exclusive T-shirts will be released, spotlighting two beloved Soho figures: Soho George and Florence Joelle.

Soho George is a local legend, often seen around the neighborhood in impeccably tailored looks featuring bespoke pieces from area designers. Florence Joelle is a resident jazz and blues singer (who performs at Trisha’s every Friday, if you want to catch a show) whose vintage retro style mirrors her craft. With this exclusive release, McQueen honors the individuals who define Soho’s rich, vibrant street style and cultural local life.

McQueen’s roots have always been firmly planted in London, making it only fitting for the brand to celebrate modern cultural icons from its home city. George and Joelle reflect the current creative cultural zeitgeist of Soho. Alongside their branded T-shirts, the pair also star in the collection’s dynamic campaign, photographed by Theo Sion at the historic The Coach & Horses pub.

The shirts will be available beginning June 3rd in McQueen stores in London, Paris, and New York, and online at alexandermcqueen.com.