McQueen SS25
*The Banshee's Unrelenting Cry
written MONICA DE LUNA
Llansteffan Castle, weathered and elemental, carries the weight of centuries. The McQueen Spring/Summer 2025 campaign unfolds within its walls, where shadows and movement intertwine.
Directed and shot by Glen Luchford, the imagery captures an unsettling presence, raw and electric. Seán McGirr channels the banshee, an ancient force woven into Irish folklore. A figure neither seen nor ignored, she moves with intent, her voice uncontained.
McQueen SS25 Ad Campaign
seen by GLEN LUCHFORD
creative directed SEÁN McGIRR
“She embodies a sense of strident self-expression that resonates now,”
Seán McGirr
Fabric carries the weight of mythology. Tailoring shifts its structure, fabric unravels—cobweb lace, pleated chiffon, silk creponne, and shredded silk organza. Silvered grey and ivory set the tone, punctuated by bursts of yellow and orange. Accessories manifest as relics; jewelry holds the presence of something once whispered and now declared.
Movement defines the collection. Figures navigate castle corridors and windswept shores, their silhouettes precise, their presence unwavering. Meshach Henry directs each motion with a purpose that transcends choreography. Hair carries the air’s charge, makeup enhances the stark clarity of the vision—Gary Gill and Daniel Sallstrom sculpt forms that resist containment.
Sound shapes the atmosphere. The post-punk resonance of Heartworms’ Consistent Dedication cuts through the visual landscape, its synths and vocals channeling something instinctual. The score becomes an extension of the campaign’s pulse, threading itself through each frame.
McQueen SS25 moves with force. The banshee does not linger. She calls forward.