MCQ by Alexander McQueen is now MCQ. This first collection, called Genesis II, manifests the aesthetic line and the principles of this urban luxury brand.
Genesis II is the name of the first McQ collection, by Alexander McQueen. Inspired by neo-gothic and grunge aesthetics, the brand features a more sustainable approach and premium apparel that elevates your essentials to haute couture and urban luxury status.
The brand calls its collections Icons. Known as Genesis II, this first Icon is inspired by the contrast between a destroyed and living world, confronting the negative and positive effects of humanity’s actions on the planet.
More than an established fashion brand, MCQ is a platform founded by a collective of creatives. Each of the collaborators has a particular role within MCQ. So it functions as a conversation between masters of art, fashion, and culture. There are no internal hierarchies or leaders. At MCQ, people unite under the objective of making their disruptive vision of the world of fashion come true. In each MCQ piece, we find a woven label with the names of the creatives who have participated in its creation.
Regarding its social responsibility to the environment, MCQ has developed an innovative packaging system to avoid generating the usual exaggerated volume of waste. Typically, a brand ship a packaged garment that will be repackaged over and over again until it reaches the customer who purchases it. MCQ uses the same packaging throughout the production chain, reducing the excess of waste.
Future is now
Musicians ShyGirl and James Massiah, also Londoners, hosted the Genesis II presentation. You will even find that some garments have their phrases printed. Regarding the campaign, the photographer and filmmaker Alexandra Leese is the one who stands behind the lens to tell this new story. Ewen Spencer is another of MCQ’s collaborating members. She imparts her unique vision from the experiences she has lived documenting subcultures and adolescents’ lives. Lastly, Duncan London directed the intro video.
Also, the complete Icon features NFC and Blockchain technology. Each garment can be tracked through the MYMCQ platform so that you can verify its authenticity. You can also learn information about the garment to discover unique characteristics, or even watch interviews with the creatives. The future is now.