For their latest campaign, McQueen transports us to the storied streets of Soho in London, a neighbourhood synonymous with artistic freedom and unapologetic decadence. Once the haunt of icons like Francis Bacon, Caroline Blackwood, Lucian Freud, and Elizabeth Smart, Soho’s bohemian spirit serves as the backdrop for McQueen’s FW25 pre-collection.

Inspired by the district’s hedonistic heyday, the collection, which is captured by Theo Sion at the legendary Coach & Horses, features sharp-collared shirts, broad-shouldered coats, naval-inspired tailoring, relaxed blousons, nylon flight jackets, and rich indigo denims – continuing to evolve Seán McGirr’s vision for the House.

To celebrate the launch of the campaign, a limited edition t-shirt featuring two of Soho’s most enduring characters, Soho George and Florence Joelle, has been released in stores in London, Paris and New York and online from today (June 3rd).