Seán McGirr's First Alexander McQueen Campaign Teases His Debut FW24 Collection

The brand’s newly-minted creative director reimagines the House’s original logo and crafts chrome skull masks to reference its history.

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Kering’s Alexander McQueen is about to enter a new era, under the creative jurisdiction of its newly-appointed artistic director, Seán McGirr. The designer, who claimed the brand’s throne three days after Sarah Burton’s farewell show, has just revealed a first look at what to expect from his forthcoming debut collection at the House’s helm, with his first set of campaign images.

“Embracing Alexander McQueen’s past to inform the present and future, the campaign features icons and friends of the house, Debra Shaw and Frankie Rayder,” the brand captioned the images on Instagram. Lauding the label’s history, the sartorial imagery features an updated version of the original McQueen logo, which was drawn up by Lee McQueen more than 30 years ago.

 

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Shot by Tommy Malekoff, with art direction from Edward Quarmby, the campaign is set in an ancient pine forest with a “Celtic ambiance” that nods to both McQueen’s and McGirr’s upbringings, per the brand. Shaw and Rayder sport the label’s new chrome skull masks, referencing the imprint’s iconographic motif.

McGirr, a Central Saint Martins graduate who began his career assisting at Burberry and Vogue Hommes Japan, boasts an impressive resume that will help him fill Burton’s big shoes. The designer served as part of Uniqlo’s creative offices in Tokyo and Paris, under Christophe Lemaire’s governance, from 2014 to 2018. He then led womenswear for Dries Van Noten between 2018 and 2020, before most recently heading ready-to-wear at JW Anderson.

Seán McGirr’s debut collection for Alexander McQueen will be shown in Paris on March 2. Take a look at the teaser campaign in the gallery above.

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