A First Look at Sean McGirr’s Debut Alexander McQueen Campaign

LONDON — Sean McGirr’s first campaign for Alexander McQueen is a salute to the city where the brand was born, with images evoking a youthful, punk attitude.

GHD Promises a Big Hair Day, Every Day, With New Wet-to-Dry Blow-dry Tool

“McQueen is a London-born brand, and has always represented an idea of London that I’m deeply attached to,” said McGirr, who joined Alexander McQueen as creative director last year. “It has a very visceral kind of energy, driven by the eclectic cast of characters you see here.”

The images were shot in undisclosed locations around London, by shopfronts, on street corners and inside homes decorated with patterned carpeting and floral wallpaper from the mid-20th century. The mood is dark, but there are glimmers of light.

One image shows a model sitting on a white horse, against a night sky. She’s wearing hoof boots and a dress made from smashed bits of chandelier and red and orange bicycle reflectors, and looks as if she’s preparing to gallop away at any moment.

“I want to bring that energy to life with the rigor and raw feeling that makes the city’s air hum, leaning deep into its tensions — something that feels poetic and primal; powerful and real. Something that comes from people. I want to bring light to that,” McGirr said.

Yvonne Orji, Georgia Medley Toast Mejuri's New Collection With a Cozy Pub Luncheon

The photographs are by Glen Luchford , who takes a cinematic approach to his campaigns. The work he’s done with McGirr could be a scene out of any cult-classic British film such as “My Beautiful Laundrette” or “Sid and Nancy.”

The McQueen creative director debuted his fall 2024 collection earlier this year during Paris Fashion Week after being named head of the British luxury brand in October last year, as first reported by WWD.

Ahead of his first Paris show, the brand released a handful of campaign images teasing his debut collection. Models Debra Shaw and Frankie Rayder wore looks including sleeveless minidresses paired with chunky boots; roomy suits with strong shoulders, and a silvery dress with a pattern that recalled cobwebs and broken glass.

Since his appointment, McGirr has introduced a new house logo, a refreshed version of the original conceived by founder Lee Alexander McQueen more than 30 years ago. The logo features the letter “C” nestled inside the “Q.”

Shein Invests 250 Million Euros in Circularity, Entrepreneurs in U.K., Europe Amid IPO Speculation