McQueen

Aug 2025

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.

Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion