McQueen Celebrates You With Its Autumn/Winter 2025 Campaign

With creative director Seán McGirr at the helm and starring top models Alex Consani, Athiec Geng, Chu Wong, and Libby Taverner, the McQueen Autumn/Winter 2025 Campaign captures a necessary moment in time that has affected our style since its inception.

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Full of motion and movement, with a focus on freedom and subversion as is the ethos of Alexander McQueen, this campaign borrows from the codes of the Victorian Gothic. It plays with modesty in a bold and provocative manner that gives us a blurry line between then and now.

Styled by Sarah Richardson, the story is aided by such accessories as pointed Victorian-era cabaret, cloth-top button boots with a twist, ruffled wrist cuffs, and high collars.

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A capsule of authentic ferocity that often is ignited by a visceral expression of freedom, echoes the spirit of 19th century provocateurs. The artists, writers, and aesthetes whose spirit underscores the collection: Oscar Wilde, Vesta Tilley, Romaine Brooks of which were influential way beyond their time due to their energy that innately comes with being queer and the crucial culture birthed from those who play with gender expression.

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Photographed and directed by Glen Luchford, the campaign captures ecstatic abandon, shifting from restraint to rapturous release, represented by physicality and independence. A millisecond held in the hands of one singular moment, the ghost of fashion’s past is here in the present; represented by flashes of sleek lacquered leather, belted and buckled taut, bathed in a spectral light.

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The models arch, twist, writhe, fall and get back up again. A wordless force of instincts and feeling compel each sweeping movement with a pulse of rich, sonic texture.

Silk georgette, with its breathable, crepe fabric signaling a sense of mourning, ripples through shadow and light. It dances alongside intricate raw-edged lace and is brought together with sharp tailoring.

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Seán McGirr states, “The collection was rooted in the uncompromising self-expression of independent thinkers, exploring the tension between tradition and transgression. Their spirit of progressivism feels pertinent now, inherent in modern questions of character, identity, idealism and gender.”

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We all move different, and the campaign perfectly exemplifies individuality and the power of self-identity. This collection celebrates the ones who have settled for no one less than themselves for decades and centuries. The ideal person to be is exactly who you want to be.

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Article by Seana Watson, Associate Fashion Editor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
*Images:
Creative Director: Seán McGirr 
Photographer & Director: Glen Luchford 
Art Director: Christopher Simmonds
Stylist: Sarah Richardson 
Casting Director: Julia Lange 
Hair: Gary Gill 
Make-up: Daniel Sallstrom 
Nails: Ama Quashie 
Choreographer: Benoit Swan Pouffer
Set Designer: Max Bellhouse
Production: Farago Projects 
Models: Alex Consani, Athiec Geng, Chu Wong, Libby Taverner

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