I have chosen to write a brief review about Alexander McQueen as a brand by itself. I found McQueen’s collection inspiring and different in some way.
Alexander McQueen is a luxury high end brand founded in 1992 by Lee Alexander McQueen. He is one of the most influential British designer. Briefly about history of this brand. He was discovered by his talent in the 90’s by the style guru and a fashion director of Tatler – Isabella Blow. The first collection presented was named as a “Taxi Driver” released in 1993. Alexander McQueen has make a deal with Gucci Group in 2000, which took a controlling stake but allowed him to retain as a creative director. The adorned symbol of this brand is a crystal skull, which I am sure that you all have notice it as a brand’s signature. Menswear collections were introduced in 2004.
Flagships stores were open all around the world, in New York, LA, Milan etc. From 2010 Sarah Burton has become a creative director of Alexander McQueen after a shocking news in February 2010 when Lee Alexander McQueen has committed a suicide in his flat. Even though he might appeal to be a strong person, but in reality he is shy and sensitive man as many of his close colleagues said. Sarah Burton who have joined the company in 1996 as an intern become hired as a director of womenswer later on in her career. Now with S. Burton in command, the house has taken a softer, more feminine turn. The extravagant touch on the runaways has become more simple. In April 2011 her talent was displayed by Catherine Middleton wedding dress for her marriage to Prince William. It has definitely boost the profit and reputation of a retailer house.
“I am going to take you on journeys you’ve never dreamed were possible.”
Lee Alexander McQueen said once to WWD and this is something I have to agree with. The reason why I adore him is because I cannot believe where is he taking the inspiration from, his collections are season by season different and creative. His collections are known for contrasting elements. Fragility vs. Strengths. Traditions vs. Modernity. Raw energy vs. Romantic. The mood of the brand is full of emotional power and energy. Addition of fantasy and rebellion and those contrast make the runaway, especially haute couture special. In my opinion, the main target market is young working people age between 20-35 who have higher income in order to buy designer clothing. McQ collections include women’s RTW, man’s RTW, accessories, eyewear and fragrance. The USP of McQ collections are juxtaposition between contrasting elements and the influence of the art.
S/S 2013 RTW
My personal opinion for A. McQ spring/summer 2012 RTW collection is that even though it is a spring/summer collection, black colour is a dominant in this cat show. McQueen’s strict look is on the runaway together with aggression mask as a lace black hat reminding us of a bee house. Sarah Burton was inspired by everything about bees, this collection appears a lot of into it. Everything about honey based colour scheme, from yellow, gold, black to a honeycomb pattern was on a scene together with headpiece inspired by beekeepers hat. There is a dramatic look at waist of models, show by corsets or wasp-waist jackets and belts.
Unique collections, powerful collections and contrasting elements. Put it together and you have Alexander McQueen. You either love it or hate it. His brand name is so strong among consumers, that we are aware of it. His collections are provoking and waking up our senses.