Alexander McQueen has unveiled its new Graffiti Collection in a guerrilla-style campaign broadcast on the streets of fashion capitals around the world.
To promote its new collection, Alexander McQueen turns to the streets of New York, London, Paris and Milan to be its canvas.
The campaign captures a graffiti-like spray-painted logo over the streetscapes. The luxury name is featured on concrete buildings, taxis, cars, buses, walls and pavement all around the fashion capitals.
And this bold marketing campaign perfectly mirrors the new line, which also includes pieces covered in the brush-stroked painted McQueen name. As encapsulated in their street art, the UK label and its new designs hold rebellion and non-conformity at its core.
The brand released a short film, shot in black and white to showcase its pre-fall and fall 2021 collections. Plus, the official Instagram also shows a series of montage clips following the graffiti sites and streets of the campaign.
McQueen ensures that its avant-garde designs have reflected the house’s long-standing identity of unusual elegance. Designs feature imperfect edges, ballooned sleeves, tailored coats, graphic tees and pleated skirts.
And the use of the Banksy-esque graffiti art form thereby creates an oxymoronic new look, caught between their sophisticated chic and unsuspecting streetwear and grunge.
The fashion house is known for its non-conformity and risk-taking. The new campaign is no exception. It continues the label’s signature confidence using the boundlessness of city life, encapsulating a modern and rebellious look.
The label has said that graffiti will continue to be part of its narrative in future collections. The new line is available online now, and is just as norm-defying and captivating as its campaign.
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