The label Alexander McQueen has just announced its plans for the future of the more contemporary McQ line, which will relaunch under new direction with an Autumn/Winter 2011 womenswear collection. The team will be lead by Alexander McQueen creative director Sarah Burton, working with a group of designers headed by Pina Ferlisi. She wants the secondary line to maintain a level of preciousness, and not to simply be cast amongst the masses of disposable fashion – and plans to execute this through issuing limited edition pieces, ‘maybe as few as 10 of a style.’ To further cement their status as a young and edgy brand, McQ will launch a film instead of a look-book to showcase the new collection. Jonathan Akeroyd, CEO of Alexander McQueen, says ‘Because McQ is a new, fresh, and energetic collection…[we] will forge links with our customers through social media platforms to create a more direct relationship with them."
By Alexandra Berry & Natalia
Lee Alexander McQueen CBE, 1969-2010: portrait of a restless genius