mcq stages digital 'no show' to present fall/winter 16

McQ by Alexander McQueen has just unveiled its men’s and women’s collections on social channels via an extensive digital package with films by Sharna Osbourne.

by i-D Staff and Brooke McCord
11 February 2016, 2:55pm

McQ by Alexander McQueen has just dropped both its men's and women's F/W 16 collections via its social media channels and website, The digital presentation is extensive. Not only does it feature the full collection looks, shot by Brianna Capozzi, alongside short films by Sharna Osborne and character studies by Jack Davison, there are also Caroline Sodergren-lensed images that document the whole process, providing an intimate 360-degree portrayal of the collections.

The clothes themselves capture the essence of youth for both sexes. The women's collection looked to 70s and 80s Tokyo -- the strip clubs of Shinjuku that the Lonely Planet doesn't tell you about -- teenage nonconformists who rebelled against tradition, elements of motorcycle culture and traditional Japanese codes. Think lashings of leather, vampish red velveteen creepers, karate-esque D-ring belts, re-mastered floral kimono prints and motifs driven by Tokyo club posters or the typography found on jukeboxes and dusty pinball machines.

Meanwhile, the men's collection marries classic McQueen codes -- Scottish tartans and Fairisle knits -- with powerful tailoring and experimental printing techniques creating a world of contrasts. A pair of leather trousers come tucked into over-the-knee lace-up creepers, teamed with a slick blazer and a fitted black T, while wide-leg trousers are worn with a quilted leather gilet. The collection is anchored by the signature underpinnings of McQ, whilst honouring the future.

With Burberry's announcement last week that it's doing away with its current fashion show model and the news that both Vetements and Tom Ford will opt for untraditional show formulas in the future, McQ's digital package could be the low-key solution so many designers are starting to crave.

Alexander McQueen
sharna osbourne