McQ: Behind the Brand
McQ: Behind the Brand
God Save McQueen, spotlight on the McQ label
Alexander McQueen's high-end, contemporary diffusion line McQ was founded in 2005. McQueen was celebrated for his elaborate haute-couture, praised as 'wearable' art, blurring the line between fantasy and reality more than any designer of his time.
The McQ line was created at the peak of McQueen's career as a means to reach another segment of the fashion market. With a lower price point, McQ offered womenswear, menswear and accessories that were designed for everyday but still embodied the original brand's concepts. Drawing on the house's rich design archive the McQ collections deliver youthful, modern pieces inspired by street culture.
A balanced mix of structured tailoring that references Britain's rich design heritage and rebellious irreverence, pieces are both functional and fashionable. Originally premiered as a denim-focused label, aimed at a younger generation, the McQ collections have evolved since the untimely passing of McQueen. Carried on by the house's succesive creative director Sarah Burton, the McQ has continued to prosper.
The inspiration for the McQ collection still embody the sartorial codes of Lee McQueen's design legacy, rooted in his delight to shock and rebel.
Sarah Burton explains the vision behind the McQ line "Looking back in the archive there is a freshness and a wealth of ideas. Lee did amazingly innovative things," Burton said. "He used zips and lacquering, photographic prints, slashing, and hyper-embellishing. The house of McQueen has always been about great storytelling. This is about telling a story of individualism."
Unlike many contemporary brands, McQ prides itself on designing pieces with staying power. The collections continue to feature many of McQueen's signature looks. Reworking references of uniforms, both school and military inspired, fetish-wear all in classic McQueen style.
Beyond men and womenswear, the McQ line also includes accessories, from footwear to jewelry and handbags. The always fresh, urban brand is now all encompassing.
The McQ line has preserved Alexander's renegade spirit, a quote by the famed designer sums up the feel of the diffusion line and his greatest works: "You've got to know the rules to break them. That's what I'm here for, to demolish the rules but keep the tradition." —Alexander McQueen.
