Alexander McQueen 2023

Alexander McQueen

'Jewelled Hobo bag' Spring 2023 Ad Campaign

Review of Alexander McQueen ‘Jewelled Hobo bag’ Spring 2023 Ad Campaign by Creative Director Sarah Burton with models Sadie Sink, Karolina Spakowski, Wang Han

Alexander McQueen explores the many facets of modern womanhood with a new Spring 2023 campaign in celebration of the latest evolution of its Jewelled Hobo bag.

Reconsidering the classic hobo bag shape with a structure inspired by the facets of gemstones and finishing it off with the brand’s iconic knuckleduster closure, the Jewelled Hobo gets a further evolution for spring via bright color treatments, Hieronymous Bosch-inspired embroidery, and metallics.

Embodying these ideas of multifacetedness and a balance of preciousness and power, the campaign imagery finds its cast – led by actor and brand ambassador Sadie Sink – in moments of transition, moving confidently through urban environments. 

Though it clocks it at just about six seconds – a nice bite-sized morsel for Instagram stories of TikTok – the accompanying video starring Sink communicates quite a lot in that short time. The industrial space, the dress that feels both classically feminine and deconstructed and avant-garde, the dramatic violin soundtrack, and the metallic version of the bag all come together to create a slick, dramatic, and powerful portrait of a distinct contemporary woman.

Alexander McQueen Creative Director | Sarah Burton
Models | Sadie Sink, Karolina Spakowski, Wang Han

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