Alexander McQueen’s AW20 Campaign Will Satisfy Your Cottagecore Fantasy 

There’s no denying that something about quarantine has got us all in a bit of a cottagecore frenzy, with visions of warm rays of sunshine dancing on our prairie dresses while we prance around our country home, collecting daisies for a flower crown. It’s utterly tranquil, and it also happens to be the aesthetic Alexander McQueen have tapped for their AW20 campaign.

Alexander McQueen goes full cottagecore in their AW20 campaign - i-D
Photo Credit: i-D Vice

The British fashion house unveiled their AW20 looks, featuring romantic silhouettes with modern finishes. Shot by Jamie Hawkesworth and starring Anok Yai, Sora Choi and Jil Kortleve, the campaign features yellow wheat fields, aerial telephone poles, distant warehouses and passing trains; all touched by social media’s beloved golden hour light.

The otherwise mediocre setting tied together with the dreamy fabrics, cuts, and garments of the collection creates the perfect vibe for our quarantined and travel-less 2020 (que TikTok of a Gen Z user in linen overalls planting lavender in her backyard).

The billowing white dresses with cascading hems are paired with black hardware harnessing, clearly created for the cottagecore babes that need a little edge in their wardrobe.

Tailored garments with deconstructed prints offer sleek yet trendy office looks that wouldn’t be complete without dainty stacked jewellery.

McQueen also developed one of their signature bags for their AW20 collection; The Tall Story. The Taller sister of The Story introduces interesting colour lining and blocking, as well as subtle hardware that allows the bag to be folded down or hand held.

Check out the collection down below.

Subscribe to FIB’s Weekly Alchemy Report for your weekly dose of music, fashion and pop culture news!