.new campaign
McQueen AW24
Urban Primal by Seán McGirr
written Alban E. Smajli
McQueen's Autum/Winter 2024 new ad campaign unleashes an untamed narrative, celebrating the visceral essence of East London's youth.
Under the new creative direction of Seán McGirr, the collection embodies raw energy and eclecticism, pulling no punches in its representation of the city's primal and poetic heartbeat.
“McQueen is a London-born brand and has always represented an idea of London that I’m deeply attached to. It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I want to bring that energy to life with the rigour and raw feeling that makes the city’s air hum, leaning deep into its tensions — something that feels poetic and primal; powerful and real. Something that comes from people. I want to bring light to that.”
— Seán McGirr, London, 10th July 2024
Creative Director at McQueen
McQueen AW24 Ad Campaign
creative direction SEÀN McGIRR
art direction CHRISTOPHER SIMMONDS
seen GLEN LOUCHFORD
styled MARIE CHAIX
(c) McQueen
(c) McQueen
Shot by Glen Luchford and styled by Marie Chaix, the campaign is a fierce tribute to London's renegade spirit. Each frame captures the raw essence of East London's urban nomads, the diverse souls navigating concrete jungles and sprawling streets in search of primal pleasures. McGirr's vision ignites with raw textures, twisted silhouettes, and taut designs that pulse with power and authenticity.
From the shattered jet-stone embroidery on sleek black wool mohair suits to the tufted denim and oxblood leather, each piece is crafted for those who embrace instinctual living. The hard metal T-bar buckle, a recurring motif, is both functional and symbolic, capturing the duality of restraint and rebellion on London's streets. This detail graces everything from the tightly strapped Sling bag to the trailing tendrils of the Fringe loafer, perfectly balancing swaddling comfort with urban resilience.
The tactile allure of the collection is unmistakable. McGirr's use of rich materials like natural shearling, honey shearling seams, and black leather studded bomber jackets offer a sensuous pleasure that clashes beautifully with the hardened fragments of city life. It's a wardrobe for the modern urbanite, one who navigates the vagaries of London with a style that is both primal and poetic.
McGirr, a Central Saint Martins alum and former Head of Ready-to-Wear at JW Anderson, injects a fierce new energy into McQueen. His debut collection is a love letter to London, a city throbbing with raw, visceral energy—an ideal canvas for a brand synonymous with subversive strength and untamed power.
watch campaign film
AW 2024
(c) McQueen
(c) McQueen
The new McQueen AW24 collection transcends mere clothing, delving into the essence of character. Featuring an eclectic lineup including Awwal Adeoti, Libby Bennett, and Nyajouk Gatdet, each figure embodies McQueen’s audacious spirit. From the smashed chandelier and bicycle reflector embroidery on a tulle dress to exaggerated padded collars and sleek fedoras, every look narrates a tale of urban grit and raw glamour.
McQueen’s Autumn/Winter 2024 campaign is a potent reminder that true style is born from the streets, from the eclectic souls who wear their individuality like armor. With Seán McGirr at the helm, McQueen’s legacy of fierce, unapologetic fashion not only endures but evolves.