Creativity meets chaos for McQueen’s Autumn Winter 2024 Campaign. The collection, which serves as a love letter to London’s rebellious spirit, insinuates that rules are meant to be broken and individuality is the ultimate currency. Creative Director Seán McGirr’s vision is to capture the essence of the city’s eclectic youth: the subculture refusing to be tamed. Captured by Glen Luchford, the campaign’s backdrop is of a gritty, industrial part of East London, where the city lays a perfect canvas for McGirr. The models within the film prowl the streets, their strides acting as a representation of elegance within intense power. 

As for the physicality of the collection, McQueen’s Autumn Winter 2024 style portfolio is a study in contrasts, bringing together opposing forces to create a provocative range of pieces resulting in a defiance of convention. The collection is characterized by a mix of textures, fabrics, and silhouettes that challenge traditional notions like tufted denim, a nod to the brand’s punk rock heritage, that is paired with razor-sharp suiting. The contrast between the tactile quality of the denim and the sleek lines of the suiting also create a sense of tension that is both visually striking and thought-provoking. Shearling, a key material in the collection, adds a sense of softness to the overall aesthetic while the metal buckles, a recurring motif throughout the collection, add a touch of industrial chic. Used on everything from belts to bags, the buckles serve as a reminder of the brand’s roots in London’s punk rock scene.

The collection’s silhouettes are equally diverse, ranging from flowing, pleated skirts to sharply tailored jackets and trousers. A standout piece in the collection features a studded bomber jacket paired with indigo stonewash denim jeans and black leather Birdee brogues.