What's the best way to showcase fashion? In movement. How do you do that? By staging a runway show. What if that's already been done? Then, as the home of fashion film would say: (yes, that's us), fashion film is your answer. Hearing this loud and clear, as they have many times before, Alexander McQueen adopted the imaginative format to present their vision by adding depth and intimacy to their already debuted London Skies S/S 22 collection.
It must be said the house is no stranger to the medium. Like its eponymous founder McQueen himself, the house have always made sure to stay one step ahead of the curve by immersing themselves in ideas before the rest of the industry even have time to catch on. Their S/S 21 collection First Light also morphed into a fashion film that was above all, poetic.
Choosing to team up with respectable film director Sophie Muller for their most recent film, Sarah Burton mirrored her S/S 22 collection for the house in more ways than one, choosing also to feature a handful of models that walked for the show. Initially chosen for their individuality, the models were then placed against a dramatic backdrop of London's skies, where they are filmed by Muller's lens, leisurely dancing underneath.
Speaking of the dominant theme that runs throughout, Burton said in a statement:
'I love the idea of embracing the mystery and unpredictability of the sky, the fact it is always moving, always changing. I look out over London from our studio, where the views are incredible and represent our home throughout history: from St Paul's Cathedral to the London Eye. The sky against which those familiar monuments appear may be calm and restorative at times and menacing at others. For me, the tension between the two is extremely inspiring. It also evokes the paradoxes that have always been at the heart of Alexander McQueen.'
There are many paradoxes between Burton's appreciation for London's skies and the references Alexander McQueen himself used. After all, this is the designer who once famously paying homage to Alfred Hitchcock’s 1963 thriller about violent bird attacks through his 1995 collection The Birds; adding yet another layer to Burton's already intimate love letter, expressed through fashion film.
As the home of fashion film, we certainly approve.