2020 has proven to be one of the most challenging years fashion brands have faced in history. With the ongoing pandemic restrictions, some of these brands have opted for virtual presentations. Others, on the other hand, presented intimate shows, where attendees sat socially distanced with masks on. But can these digital fashion shows replace the real deal? Just last week, British luxury fashion house, Alexander McQueen has proven that it’s totally possible.
Like many of the fashion shows this year, Alexander McQueen showcased its collections in none other than a beautiful short film. Created by renowned English filmmaker, director and screen writer Jonathan Glazer, the film showcased two of Alexander McQueen’s collections: Spring/Summer 2021 women’s collection and Pre-Autumn/Winter 2021 men’s collection.
The film, ‘First Light’, combines gritty scenes from the River Thames overpass in a slightly dystopian British capital, with models decked out in Alexander McQueen. Creative director, Sarah Burton, says about the film: ‘Shape, silhouette and volume, the beauty of the bare bones of clothing stripped back to its essence – a world charged with emotion and human connection’.
The launch also marks the first time both menswear and womenswear were featured together since Sarah Burton took over as creative director of the house.
Held on December 16, the event saw some of the biggest celebrities and models in China in attendance at the iconic Bund No.3. And as part of the collection debut, there was also an after-party where celebrities and models are seen donning the looks that were featured in the film. Shown here are ten looks from the two aforementioned collections that we particularly like.