Back in February, McQ put on one of the best shows during London Fashion week for AW12. A theatrical performance was delivered with a grand finale set in a winter woodland. It was the brand’s first ever show and the result was a magical encounter between the label’s rich past and exciting future. An experience that broke barriers and succeeded expectations. On the one hand, it was the kind of show that is usually more akin to one found in Paris Fashion Week; and on the other, a diffusion line isn’t really supposed to be given such importance.
It was evident that Alexander McQueen Creative Director Sarah Burton has grandiose plans for the line. It was launched as a denim license in 2006 but had difficulty becoming progressive. Now, however, the direction that McQ seems to be embarking on is one headed towards stardom, away from the shadows to be a standalone brand, a strong link on the Alexander McQueen chain. Burton has taken the line under her reign and is now being produced in-house. The ideas behind this reinvigoration are fairly simple – just because a diffusion line is a lower price point, it doesn’t mean that the clothes will be any less beautiful; accessibility does not mean that the brand should forgo the underlying McQueen aesthetic and should be just as strong as mainline.
Since the first McQ drop instore, it’s obvious that the brands renaissance makes for a striking result. Beautiful intarsia knit and overblown A line dresses, tartan and rich wool detailing, well tailored leather skirts, trousers and jackets, alongside a range of military inspired pieces and natured inspired prints – all this makes for a memorable collection which you’re able to differentiate from mainline but still keeps so close to the quintessential McQueen design. It’s a huge success and we love it. It’s fun, young and wearable.
A couple of weeks ago, the girls from McQ came down to Esher to enlighten us with new information about the brand and they told us all about their favourite pieces, advice on how to style the key pieces in the collection and all sorts of fun McQ-related things. And just FYI, the first flagship store is due to open soon offering four floors of women and men’s wear in a gorgeous Edwardian house. Watch this space for news on this! We’re looking forward to it!