The streets of London shimmer with yesterday’s rain. The clouds are dark, emitting skinny daggers of light. The tube is crowded yet silent, a voiceless underground of a city so vigorously alive. The people dance through the many faces of London, from the gritty, to the dark, to the beautiful. McQueen’s Autumn Winter 2024 Campaign turns the honest and eclectic character of London into the wearable, the seeable, the touchable. 

Today launched Creative Director Seán McGirr’s first McQueen Campaign. McGirr managed to create a campaign that honored the roots of McQueen’s fashion identity while also adding layers of originality. Set against the backdrop of East London and photographed by Glen Luchford, the campaign portrays models as statuesque figures frozen in time and space.

Individuality is immaterial. It is a hodgepodge of opposites, a clash of contradiction, where softness meets sharpness and carves out something new. The McQueen Campaign is a celebration of youth and vitality, and with youth, of course, comes rebellion. Every subculture of the London experience is showcased in the campaign: the fine regality of deep V-necks, pristine suits, and clean lines; the sheer volume of the UK punk scene, pulsing through intense leathers, buckles, and the Fringe Loafer; and the playfully ethereal, with a woman in a dazzling dress straddling a white horse.

McQueen’s Winter 2024 Campaign laughs in the face of scarcity and simplicity, embracing the opulence of overflowing furs and the multifaceted nature of being alive. It is honest and adventurous, holding up a mirror to London’s dark, sparkling glory. 

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