The Alexander McQueen Autumn/Winter 2024 campaign captures the glamorous and rebellious essence of creative director Seán McGirr’s debut collection, set against the vibrant backdrop of East London. The unapologetically flashy and excessive garments are showcased through opulent images shot by Glen Luchford.
The campaign begins in black and white, featuring a high-neck shearling top paired with a jet stone jacket and trousers. The following looks elevate outerwear: a studded bomber jacket with denim jeans and shearling seams channels 80s glamour, while a flared coat with a bird-tail back and leather collar, styled with a mini skirt, matches the collection’s flashy energy.
As the campaign transitions to color, it depicts a model riding through city streets on horseback, donning a mini dress embroidered with smashed chandeliers and bicycle reflectors. An oversized mohair coat follows, styled with only shoes resembling horse hooves, showcasing the garment’s dramatic flair. The campaign concludes with two menswear looks: one suit covered in jet stones and another in crisp, stark white, demonstrating that glamour can be both loud and subtle.
Reflecting on his first campaign, McGirr says, “McQueen is a London-born brand and has always represented an idea of London that I’m deeply attached to. It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I want to bring that energy to life with the rigour and raw feeling that makes the city’s air hum, leaning deep into its tensions — something that feels poetic and primal; powerful and real. Something that comes from people. I want to bring light to that.”
