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The house of Alexander McQueen is known for its strong concepts and big ideas. Creative powerhouse Sarah Burton has proven her mettle time and time again with collections that have exceeded the standard fashion fair and provoked.

However, that desire to push boundaries, hasn’t transitioned from the catwalk to the campaign for the house of late. The recent campaign only exacerbate the plight with a pilgrimage to San Francisco lensed by Jamie Hawkesworth. Models Shanelle Nyasiase, Vittoria Ceretti and Rianne van Rompaey, whom all have been faces of Alexander McQueen before, are positioned all around the city in a campaign that feels more lookbook than campaign.

The narrative feels rushed and if one looks close enough to the featured image you can see the team in the distance toward the bridge lining up for the next shot. Interesting if that was part of the narrative, but alas we think not.

We wish the best for all houses and brands. Our casual critiques are meant to champion and support the industry as we recognize how hard it is out there.

Alexander MCQueen is simply a leadership label and one we only wish to encourage to take the lead. Not as a travelogue, but lead.

Grab Fabien Baron, M/M Paris, Riccardo Ruini, Giovanni Bianco or some new forward thinking talent and lift. Lift to the ideal we all have for the house. Lift to your own standards. Lift to your standard of the runway. Lift to carve out brand equity, to be meaningful. So, unlock the robots, release the butterflies, bring on the dancing horses and create the meaning we so long from you.

Lift because you are Alexander McQueen.
And long live McQueen.

Alexander McQueen Creative Director | Sarah Burton
Photographer | Jamie Hawkesworth
Models | Rianne Van Rompaey, Shanelle Nyasiase, Vittoria Ceretti
Fashion Editor/Stylist | Camilla Nickerson
Hair | Jimmy Paul
Makeup Artist | Dick Page
Producer | Sylvia Farago