Alexander McQueen Reveals Graffiti Collection in New Campaign
Here's how the house defaced the streets of the fashion capitals of the world.
The major fashion capitals of the world were just made Alexander McQueen’s blank canvas. The brand sprayed their name on pavements, taxis, buses, trucks and aeroplane banners using both paint and video projections.
The campaign invaded the streets of 12 major global cities: New York City, Los Angeles, Miami, London, Paris, Milan, Shanghai, Beijing, Hong Kong, Seoul, Tokyo and Dubai. Brushstrokes spelling out McQueen coated the cities, appearing as if from nowhere and leaving messages like graffiti artists of the night do so often. The bold and unmissable thick text spreads word of the new McQueen Graffiti collection, which is set to be just as norm-defying as its campaign.
The Graffiti graphic is a brand direction for McQueen. It is featured across both men and womenswear, making a cameo in all product areas, even eyewear. McQueen is a fashion house infamous for taking risks and being confident making avant-garde design choices. The new Graffiti range continues this signature confidence, adding in elements of street and furthering the brand’s edgy reputation. Standout pieces from the Spring/Summer 2021 collection are the pleated skirts, tailored coats and graphic tees.
The collection takes notable inspiration from urban epicenters of streetwear such as New York City and LA.
The graffiti graphics possess a sloppy chicness to their brushstroke typography, splattered across the shoulders of puffer jackets and tailored, longline coats and the front of white tees. The collection gives a new youthful spunk to Alexander McQueen, and showcases that grunge and punk can be sophisticated.
The campaign synergizes the collection’s influence and origins to the garments itself with perfection. The photography used to capture some of the graffiti further enhances the grungy feel of the whole range. It’s rebellious, it’s bold, it’s unconventional. Would we expect anything less from Alexander McQueen?
Click here to see the new Graffiti line.