McQueen

Apr 2026

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.

Editorial, Portrait

Studio strobe, Natural light

Eyewear, Fashion