McQ by Alexander McQueen, the S/S 2010 ad campaign

As the tribute articles about the life and times of Lee Alexander McQueen dry up (though the latest by Cathy Horyn of The New York Times is refreshingly insightful into the life, mind and friendships of McQueen) we have for you the McQ by Alexander McQueen ad campaign for spring/summer 2010.

And honestly, I don’t quite get it. The esthetic for McQ has always been centred on the fact that it was suppose to be a more youthful demin based line with renegade style – while still being signature McQueen. This campaign featuring unknown models is certainly renegade and all about denim but doesn’t actually say much about the clothes. Check out the lookbook on the McQ website – they just don’t correspond to these images.

What do you think?

[Via TFS]


  • Rachel says:

    the clothes in his line are all pulled from street subculture-more specifically skinhead culture (which, by the way, doesn’t necessarily mean racist as the American press has tried so dearly to do) and working class British street fashion. Rude boys, Mods, all that peri-/post-punk offshoots of the early 80s are referenced and it seems like a pretty strong allusion to the culture that inspired the line, rather than a direct representation of the clothes.

  • DDGdaily - Kate says:

    They’re sad. The boy looks underage

  • DDGdaily - Kate says:

    But on the other hand, they definitely communication being young and living life on the edge. Even if on the edge of darkness – very McQueen

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