McQueen

Jan 2025

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.

Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion