In October 2023, Seán McGirr was named creative director of Alexander McQueen. The Irish designer, previously head of ready-to-wear at JW Anderson, presented his eagerly awaited first collection for the renowned London-based luxury fashion house at Paris Fashion Week for the Fall 2024 season, though it received widespread criticism.

McGirr has now launched his debut advertising campaign for McQueen, collaborating with Glen Luchford to bring his vision to life. The campaign, set against the vibrant backdrop of East London, “captures the renegade glamour of the city’s youth.” It features models like Bebe Parnell, Canlan Wang, Libby Bennett, Nyajuok Gatdet, and Sara Caballero, posing at various locations around the British capital. The images, styled by Marie Chaix, are presented in both color and black and white.

IMAGES | ALEXANDERMCQUEEN.COM