Story

mai 5, 2015

Text FREDRIK AUSTAD & MAREN SERINE ANDERSEN

For their AW15 womenswear collection, it is quite obvious that McQ aims to attract Scandinavian people in their prime. The pieces are simpler than in their previous collections and there is a notable rise of basic classics that are easily paired.

The chaos of metropolitan life has been the inspiration, a component that is reflected in the wide selection of pieces. Tailoring, leather and knitwear are strong elements of the collection. These are tastefully combined with a lot of black and exotic prints such as the python printed dress and the leopard pony hair jacket.

When it comes to the menswear collection, the design is based on iconic pieces traceable in youth culture. This is a somewhat typical signature of McQ, and the designer has this time transformed the pieces into being contemporary iconic interpretations with unmistakable references to urban inspiration.

Layering is a keyword when it comes to styling and it is difficult not to admire certain looks such as the pairing of Japan inspired culottes with straight-cut blue jeans. The diverse range of knitwear is easily matched with the more masculine leather pieces. The contrasting effect of simple meeting complex introduces a collection that showcase the diversity of McQ’s customers reflected in texture, color and silhouette.

McQ is under constant development and has created a new unique universe at mcq.com to strengthen the brands identity. The new logo features the name of the house of Alexander McQueen with most of the letters crossed and blacked out, leaving the ‘McQ’ behind.

Jonathan Akeroyd, CEO of Alexander McQueen, comments:

“This is an exciting time for McQ, offering a clear definition of the brand’s values as we move forward. A new creative identity and digital home for the brand allows us to further establish McQ’s relationship with the house and the importance of the brand to our continued evolution.”

all photos: Group88/McQ