McQueen’s Autumn Winter 2024 campaign, directed by Seán McGirr, celebrates the eclectic spirit and raw energy of London.
The new Autumn Winter 2024 campaign by McQueen, under the direction of Seán McGirr, is a vibrant homage to London’s eclectic spirit and raw energy. Set in the dynamic and contrasting East London, the campaign captures the youthful diversity of the city as they explore its concrete banks and expansive streets, encapsulating renegade glamour and rustic elegance.
McGirr, who took on the role of Creative Director in December 2023, brings a vision that emphasizes the poetic and primal tensions defining London. His creative approach manifests in a tactile exploration of textures and forms, with pieces ranging from twisted silhouettes to opulent fringe denim. Sharply tailored suits with broken jet stone inlays add a touch of danger and sophistication, reflecting the city’s robust essence.
Accessories such as the oxblood leather Sling bag with a metal T-bar buckle and Fringe loafers play an essential role, bringing cohesion and contained energy to the collection. Glen Luchford’s photography, along with Marie Chaix’s styling, Daniel Sallstrom’s makeup, and Gary Gill’s hairstyling, completes a striking and cohesive visual narrative.
This campaign reaffirms McQueen’s enduring connection with London, blending rigorous design and raw emotion to create a collection that captures the city’s unique and vibrant essence.
