“The banshee was a figure that was very present in my childhood imagination,” said McQueen creative director Seán McGirr. The folkloric figure, a woman who wails in the night and is only heard by those who are about to be visited by death, was the central inspiration behind McGirr’s SS25 collection. This haunting inspiration now comes to life in a new campaign, captured through the lens of Glen Luchford.

Shot around the craggy environs of Llansteffan Castle in Wales, a cast of characters wearing McQueen SS25 navigate the castle, land and shore at dusk. Major pieces from the collection such as an opulently bejewelled hooded dress and an embellished gold jacket with a feather lining contrast starkly with the rough Welsh landscape, emphasising both the palette and accessories of the collection.