The late Alexander McQueen’s fashion label is soldiering on without him and is continuing to prosper under the guidance of head designer Sarah Burton. Though it was rare for McQueen to launch full-fledged ad campaigns, the brand has chosen to highlight the Fall 2011 collection in a print and digital campaign featuring Raquel Zimmermann photographed by David Sims.
Response in the Fashion Spot forums has mostly been positive. Northern Star shared his opinion: “Seriously this is immense. Beautifully realized… Striking images and the first one is just totally unreal. Eerie, mysterious and a visual treat.”
YoninahAliza is enjoying the look of the campaign but she also appreciates that McQueen doesn’t rely too heavily on advertising (compared to other brands) to generate buzz and revenue. “From what I can see it looks like it's a pretty gorgeous advertisement,” she wrote. “I wish McQueen would expand their campaign however I kind of like that they don’t have to fully rely on advertising to sell products. The brand is so well known that it really doesn't need ads to lure people into buying the clothes. I mean, loads of people who aren't ‘into fashion’ know the Alexander McQueen brand. Just look at how well the exhibit at the Met has done. It's truly a testament to McQueen's work how loyal his fans are.”
Chanelcouture09 lamented the commercial aspect that the brand has put more emphasis on of late, but he conceded that if they’re going to be doing print ads, at least they’re doing them well. “The [ads are] incredibly beautiful and represent the collection well, although a darker setting would of been far more appropriate,” he wrote.
It’s interesting to see the haunting new direction the brand is heading in. It sort of makes you wonder what Alexander McQueen himself would have done and whether he would have put his stamp of approval on the campaign.