McQueen

May 2025

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.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion, Fashion