Alexander McQueen's Latest Campaign Stars Kaia Gerber In A Dystopian Future

by SHOWstudio on 24 November 2022

The cinematic pre-spring campaign directed by Glen Luchford puts the spotlight on the British brand's new Slash Bag.

The cinematic pre-spring campaign directed by Glen Luchford puts the spotlight on the British brand's new Slash Bag.

We wouldn't blame you for being wary of the future. As artificial intelligence and Web3 technologies continue to become more advanced with every passing day, it seems the world of science fiction is quickly becoming a reality. That's what Brighton-born image-maker Glen Luchford must have had in mind when creating Alexander McQueen's latest pre-spring campaign. Starring Kaia Gerber, the new fashion film sees the supermodel spawn and 2018 British Fashion Award's model of the year navigate a harrowing futuristic dystopia.

Kaia Gerber in Alexander McQueen's pre-spring 23 campaign

With its hair-raising portrayal of futurism, the S/S 23 women's pre-collection campaign explores the complicated relationship between humanity and technology. Equal parts Orwell's 1984 and Ridley Scott's 1982 sci-fi epic Blade Runner, this fashion film explores chilling ideas around surveillance as Gerber is closely observed through the screen's of CCTV. Directed by Luchford, the film features the photographer's signature dreamlike haze which defined his cinematic campaigns for Prada in the late-90s and the moody atmosphere indicative of Blade Runner. The film concludes with a shaken Gerber when she comes face-to-face with some eerie humanoids that will have you questioning who the replicant really is.

The mysterious campaign highlights the brand's latest accessory, The Slash Bag. As a key piece from creative director Sarah Burton's pre-spring collection, the bag is aptly named after the the front cutouts inspired by the house's spliced and slashed tailoring. While the campaign presents a clinical view on futurism, the bag's design pulls from the brand's history of the macabre. Not shying away from sinister motifs that have become a constant throughout the years, the padded leather bag is adorned with the iconic knuckle hardware and skull motifs.

The Slash Bag directed by Glen Luchford



Interview: Glen Luchford

27 April 2015
Photographer Glen Luchford interviewed by Lou Stoppard on 27 April 2015 as part of SHOWstudio's 'In Fashion' series.

Interview: Amber Valletta on Glen Luchford

20 January 2017
Nick Knight interviews Amber Valletta about modelling for Glen Luchford in the Prada campaigns that changed his career as a photographer.
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