McQueen by Seán McGirr Sling Bag Fall 2024 Ad Campaign

Review of McQueen by Seán McGirr Sling Bag Fall 2024 Ad Campaign by Creative Director Seán McGirr, Art Director Christopher Simmonds⁣⁣, and Photographer Glen Luchford⁣⁣ with models Nyajuok G, Reuben Larkin, Sara Caballero, and Owen Ruppersburg

McQueen by Seán McGirr launches a new London look with the campaign for its new Sling Bag, shot by photographer Glen Luchford with art direction from Christopher Simmonds.

The campaign makes smart use of existing brand assets to put a spotlight on the new star bag. Much of the imagery extends out of the world of the main Fall 2024 campaign (the first from new creative director Seán McGirr), which followed a cabal of tough customers through the decadent delights of East London’s underground scene.

Alongside these more traditional and composed campaign images, McQueen is also releasing street style shots and front row portraits from McGirr’s debut runway show, featuring friends of the brand wearing the bag. It’s a smart way to draw on already-created visual assets and extend the campaign’s reach while bridging the gap between fashion fantasy and reality and showcase the versatility of the piece, and can be strategically released across the brand’s visual channels over the coming weeks.