Review of Alexander McQueen ‘The Jewelled Satchel’ 2022 Ad Campaign by Creative Director Sarah Burton with Photographer Sophie Muller with Talent Lucia Fairfill
Alexander McQueen and director Sophie Muller share an evocative and atmospheric art film in celebration of the house’s Jewelled Satchel bag.
The campaign marks the first time Alexander McQueen has worked with a talent to create a concept film around a specific accessory, and is set to be the first in a series of similar projects slated to be released through this year and into the next. Creative director Sarah Burton tapped musician Lucia Fairfill – who has appeared in several of the brand’s recent presentations – to star in the campaign, and she deftly slips into the role of enchanting noir anti-heroine.
Dreamy and surreal, the film’s opening montage channels the disorienting cinematographic techniques and abstractly cool aesthetic of David Lynch as Lucia explores a hauntingly empty concert venue, then weaves in concert footage of the musician performing with her band. The sense of raw expression and stylish noir production elegantly captures the character of the McQueen bag.
With their complementary analog feel of nocturnal glam, the accompanying photographs take shape as evocative portraits of the sorceress-like star.
Dripping with atmosphere and character, the film is an excellent expression of the specific bag’s unique personality and that of Alexander McQueen in general, and marks a strong beginning for a smartly conceived creative series. We look forward to meeting the star of the next chapter.
Creative Director | Sarah Burton
Photographer | Sophie Muller
Talent | Lucia Fairfill