McQ’s Renegade Fall ’13
London fashion week is upon us, and who better to get things rolling than McQ? Instead of putting on a show, the label (McQueen’s competitively priced sister line) is launching a sneaky guerrilla campaign that will break tomorrow. The project features McQ’s very first fashion film, which, shot by Roger Deckker, was inspired by twentieth-century avant-garde Czechoslovakian and postwar Italian cinema. (Come on, it’s McQ. Did you really expect anything less?) Shot against backdrops of modern London and the British countryside, the film debuts McQ’s Fall ’13 collections with vignettes that are at once romantic, unsettling, futuristic, and nostalgic. “The film and imagery capture McQ’s youthful aesthetic, offering something that remains true to the brand’s rebellious and urban heritage,” says Alexander McQueen CEO Jonathan Akeroyd. Take a first look at the new men’s and women’s collections in the brand’s Fall ’13 mood images (above) and film (below), both of which debut on Style.com.