Top image: McQ Alexander McQueen SS16 by Jack Davison
McQ Alexander McQueen have revealed their FW16 collection via a digital presentation, merging both the men’s and women’s collections as one unified vision. Caroline Sodergren documented it, whose images will sit alongside a series of character studies by Jack Davison and short films by Sharna Osborne.
Creating a fully realised vision in tune with both the house’s heritage and today’s culture is what the label thrives on, and calling in cultural innovators comes second nature – just spin back to their SS16 Nan Goldin shot campaign.
This season’s McQ man lives two lives, “one he presents day to day — that of the grown-up realist, and the other that for the most part remains his alone — the romantic adolescent free spirit. It is his circadian ‘mask’ that inspires Fall Winter 2016, celebrating imagination while remaining rooted in the moment.” This inner battle translates within the collection with aplomb and feeds directly into this latest campaign.
Strength – through focusing on the warrior and personified with McQ’s muscular use of tailoring – and the house’s historical affiliation with Scottish ancestry are combined. Fairisle knits, tartans and kilts as well as striking colours and patterns (inspired by African carnival performers from Phyllis Galembo’s MASKE) are smashed together, rendering bold boys within the borders of a compelling duality.
Having previously collaborated with the likes of Fashion East and Meadham Kirchhoff, filmmaker Shana Osborne engages a unique fashion perspective. Away from traditional formats, here she blends reality with the digital world to create a jarring visual experience.