McQueen
Featured McQueen projects
This week's top McQueen projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project McQueen · Fall 2026 Ad Campaign
For the McQueen Fall 2026 ad campaign, the brand leans into a masterclass of chiaroscuro and structural intensity, resulting in a series of images that feel both timeless and razor-sharp. Under the creative direction of Seán McGirr and through the lens of photographer Glen Luchford, the campaign bridges the gap between high-fashion editorial and cinematic storytelling. By utilizing studio strobe setups to manipulate light and shadow, the team creates an environment where texture—from crocodile-embossed leather to intricate lace—takes center stage. The collection’s focus on sharp, tailored silhouettes is balanced by the fluid, emotive presence of models including Karen Elson and Paloma Elsesser, who navigate these moody, minimalist interior settings with a controlled elegance. The art direction, led by SJ Todd, pairs with the precise styling of Camille Bidault-Waddington to ensure every frame highlights the meticulous craftsmanship of the accessories, particularly the season's signature hardware. With set design by Gideon Ponte, the campaign eschews excessive ornamentation in favor of a sophisticated, high-contrast aesthetic that feels distinctly grounded. These images represent a cohesive visual narrative, leveraging expert lighting techniques and cinematic staging to reaffirm the house’s commitment to dark, romantic luxury. It is a striking exercise in modern portraiture, where the interplay of light, shadow, and architectural fashion produces a compelling, elevated commercial statement for the luxury fashion houses of today.
Project McQueen · Pre-Fall 2025 Ad Campaign
The McQueen Pre-Fall 2025 campaign masterfully bridges the gap between heritage tailoring and modern urban grit, anchoring its visual narrative in the storied streets of London. Under the guidance of creative directors Seán McGirr and Christopher Simmonds, the campaign channels a sophisticated, cinematic tension that breathes life into the brand's latest collection. Captured by photographer Theo Sion, the imagery leans into a raw, editorial aesthetic, utilizing natural light to accentuate the rich textures of tweed, leather, and intricate metallic embroidery against the weathered backdrops of iconic local settings like The Coach & Horses. The campaign features a diverse ensemble cast including Song Ah Woo, Jacqui Hooper, Dru Campbell, Finn Collins, and Libby Bennett, whose poised, neutral expressions define the collection's formal yet rebellious spirit. Through a series of carefully composed portraits, the work highlights the structural interplay between sharp, tailored blazers and delicate lace-trimmed silhouettes. The project utilizes a live-action technique to infuse a sense of movement, turning static fashion advertising into a narrative-driven lifestyle exploration. By balancing the warmth of wood-paneled interiors with the starkness of urban architectural elements, the creative team crafts a visual language that is distinctly McQueen. Every frame emphasizes the tactile quality of the garments, resulting in a cohesive, high-fashion statement that respects the house's tradition while pushing toward a contemporary, street-inflected future.
Project McQueen · 'Eyewear' Spring 2026 Ad Campaign
McQueen leans into a masterclass of restraint with its Eyewear Spring 2026 ad campaign, a project that skillfully navigates the intersection of high fashion and precise accessory design. Under the steady creative direction of SJ Todd, the campaign strips away unnecessary noise to foreground the architectural integrity of the frames, from oversized brown-tinted shields to razor-sharp cat-eye silhouettes. Photographer Julien Martinez Leclerc captures these portraits through a lens of editorial minimalism, where the interplay of studio strobe and soft, directional natural light brings a tangible depth to the subjects. The imagery is meticulously composed, relying on a neutral color palette that highlights the contrast between bold, geometric eyewear and the organic textures of the models’ attire. Supporting this polished narrative, the collaborative work of makeup artist Daniel Sällström and hair stylist Gary Gill provides a clean, deliberate finish that allows the product to remain the undisputed focal point. Set designer Alice Kirkpatrick anchors the series against moody, muted backdrops, ensuring the visual focus never drifts from the intricate details of the eyewear. This collection of portraits succeeds by prioritizing refined composition and clear, confident aesthetic choices, ultimately positioning the McQueen brand as a leader in contemporary eyewear marketing while capturing a sophisticated, timeless energy that resonates across the broader fashion industry.
Project McQueen · Spring 2024 Ad Campaign
The McQueen Spring 2024 ad campaign is a masterclass in editorial minimalism, channeling a gritty, cinematic narrative that breathes new life into the luxury fashion house. Under the visionary creative direction of Seán McGirr, the campaign leans into a high-contrast aesthetic that deftly balances the tension between raw urban environments and the house’s meticulously structured designs. Photographer Glen Luchford captures this duality with precision, utilizing low-key chiaroscuro lighting to elevate the intricate textures of spiked leather, voluminous faux fur, and delicate metal embellishments. Whether posed against the nostalgic backdrop of vintage floral wallpaper or the stark, gritty reality of a brick-lined urban alleyway, the subjects command the frame with a stoic, high-fashion presence. Art direction by Christopher Simmonds, coupled with the sharp styling of Marie Chaix, ensures that every composition feels deliberate, particularly in moments where subjects are juxtaposed against unexpected elements like the regal silhouette of a white horse at night. With grooming by Gary Gill and Daniel Sallstrom enhancing the models' crisp, direct gazes, the project reads as both an atmospheric portrait series and a commercial statement on modern elegance. This collection of images succeeds by anchoring ethereal, high-fashion concepts within the tactile, grounded reality of the streets, ultimately resulting in a campaign that feels both timeless and aggressively contemporary.
Project McQueen · Sling Bag Fall 2024 Ad Campaign
The McQueen Sling Bag Fall 2024 campaign is a masterclass in modern structuralism, masterfully bridging the gap between brutalist fashion and intimate, character-driven portraiture. Under the creative direction of Seán McGirr, the campaign leans into a sharp, editorial aesthetic that emphasizes the bag’s geometric T-bar hardware and pebbled-leather craftsmanship. Photographer Glen Luchford captures a narrative that oscillates between the controlled environment of the studio and the evocative textures of the urban landscape. By alternating between crisp studio strobe lighting and soft, natural light, the visuals explore a tension between high-fashion minimalism and rugged, tactile reality. The styling, curated by Marie Chaix, integrates diverse textures—from raw-hemmed tartan and distressed denim to sleek leather coats—ensuring the sling bag remains the consistent focal point across every composition. Featuring talent such as Hero Fiennes Tiffin, the campaign utilizes a lived-in approach to fashion that feels both immediate and timeless. The deliberate interplay between the accessory’s industrial metallic details and the softer, vintage-inspired backdrops creates a compelling, layered visual language. Whether set against the backdrop of an empty London street or amidst the deliberate, draped pleats of a studio setting, this campaign succeeds in defining the sling bag not just as an accessory, but as a central component of a contemporary, gender-fluid silhouette that commands attention.
Project McQueen · Holiday 2024 Ad Campaign
For the McQueen Holiday 2024 ad campaign, creative director Seán McGirr orchestrates a visual narrative that artfully balances the brand's iconic edge with the warmth of the festive season. The campaign presents an exquisite study in contrasts, where the sharp, industrial architecture of luxury accessories—from pebbled leather handbags to embellished crystal clutches and contemporary shield sunglasses—meets the soft, flickering organic glow of pillar candles. By utilizing a mix of studio strobe and natural light, the imagery leans into a cinematic mood, elevating standard product photography into a sophisticated editorial showcase. Each shot, whether a macro view of gold skull earrings or a lifestyle-focused look at tailored pinstriped trousers and robust brogues, maintains a consistent commitment to texture and meticulous detail. The collection functions as a masterclass in minimalist composition, as the grey, textured backdrops provide a grounded, neutral stage that allows the metallic sheen and fine grain of the leather to take center stage. Through this deliberate interplay of shadows and light, the campaign captures a modern, rebellious take on holiday elegance that feels both intimate and grand, ensuring the McQueen aesthetic remains as provocative as it is polished while moving firmly into the season of celebration.
Project McQueen · Lunar New Year 2025 Ad Campaign
The McQueen Lunar New Year 2025 ad campaign is a masterclass in urban luxury, seamlessly blending the house's storied tailoring with a modern, nocturnal energy. Under the vision of creative director Seán McGirr, the campaign leans into cinematic storytelling to capture the spirit of the season, moving beyond traditional festive tropes to embrace a moody, high-fashion aesthetic. Set against the backdrop of an evocative urban cityscape, the imagery utilizes natural light and dramatic low-key chiaroscuro techniques to highlight the collection's rich textures, from pebbled leather bags to structured plaid trench coats and faux fur detailing. Featuring model Zhang Youhao, the campaign channels a sophisticated, contemporary streetwear sensibility that feels both grounded and elevated. Each frame is meticulously composed, employing cinematic lighting and soft bokeh to frame the protagonists against the glowing, hazy lights of the city at night. Whether capturing a quiet moment on a rooftop terrace or the dynamic movement of a city street, the campaign maintains a cohesive visual identity, unified by bold, clean white typography. This blend of editorial minimalism and lifestyle photography perfectly encapsulates the brand's identity, resulting in a series that is as much about the atmosphere of the urban night as it is about the impeccable craftsmanship of the latest McQueen collection.
Project McQueen · Spring 2025 Ad Campaign
For the McQueen Spring 2025 ad campaign, creative director Seán McGirr masterfully leans into the house’s gothic sensibilities, crafting an editorial narrative that feels both ancestral and bracingly modern. Shot by Glen Luchford, the campaign utilizes a cinematic lens to frame models against the rugged, weathered stone of historic ruins and expansive coastal horizons. This project stands as a sophisticated exploration of texture and silhouette, where the contrast between soft, cascading feathers and the sharp, architectural precision of leather goods creates a high-contrast visual language. The styling, curated by Sarah Richardson, emphasizes structure through extreme shoulders, ruffled collars, and intricate fringe, all brought to life under the soft, diffused glow of natural light. Techniques such as high-speed freeze action in water-splashed product shots and the moody application of chiaroscuro lighting heighten the dramatic tension of the imagery. Throughout the series, the consistent use of crisp, white serif typography anchors the brand identity, unifying diverse looks into a singular, cohesive aesthetic. By blending the organic movement of the landscape with the rigorous tailoring of the collection, the campaign channels a sense of raw, untamed elegance that feels quintessentially McQueen. Every frame operates with intention, from the tactile detail of a shimmering gold sequined jacket to the deliberate, commanding poses directed with a clear focus on avant-garde fashion.
Project McQueen · Fall 2025 Ad Campaign
The Alexander McQueen Fall 2025 ad campaign serves as a masterclass in kinetic tension, stripping back the excesses of high fashion to focus on the raw, unadulterated physicality of the human form. Under the watchful eyes of creative directors Seán McGirr and Christopher Simmonds, the luxury fashion house opts for an aesthetic of editorial minimalism, allowing the garments to function as extensions of the performer rather than mere apparel. Captured through the lens of photographer and director Glen Luchford, the campaign utilizes a distinct cinematic quality characterized by shallow depth of field and soft natural light, which isolates the models—including Alex Consani and Athiec Geng—against dark, cavernous voids. This approach creates a sense of profound intimacy, punctuated by the rhythmic, fluid movements choreographed by Benoit Swan Pouffer. By incorporating a subtle film grain texture, the visuals evoke a reportage feel that grounds the high-concept styling of Sarah Richardson in a tangible reality. The result is a series of portraits that feel less like traditional advertising and more like captured moments of internal catharsis. With hair by Gary Gill and precise makeup by Daniel Sallstrom, the project successfully traverses the line between fashion and fine art, reinforcing McQueen’s enduring ability to bridge visceral performance with the refined sensibilities of the modern luxury fashion industry.
Project McQueen · Holiday 2025 Ad Campaign
McQueen presents its Holiday 2025 campaign, a series of portraits and editorial captures that bridge the gap between intimate domestic settings and grand, historic architecture. Under the creative direction of Seán McGirr, the project leans into a raw, tactile aesthetic, heavily utilizing analogue film and natural light to emphasize the structured tailoring and rich textures of the collection. The imagery shifts from the quiet focus of wood-paneled interiors to the expansive, moody atmosphere of grassy meadows, anchoring the seasonal narrative in a distinct, textured classicism. Photographed by Sammy Khoury with art direction by SJ Todd, the campaign features a dynamic cast of models including Lily McMenamy, Apolline Roco Fohrer, and Tsion Teferi. The visual execution is defined by its focus on detail, from the sharp lines of tailored leather and wool garments to the nuanced layering of accessories. Styling by Sarah Richardson, with hair by Gary Gill, makeup by Daniel Sallstrom, and manicures by Ama Quashie, rounds out the polished, moody compositions found across both commercial and editorial frames.
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