McQ Alexander McQueen drops its AW16 collection on Instagram
By Carlene Thomas Bailey

Innovative video footage, short fashion films and a lookbook inspired 70s Tokyo club scene straight to your phone. WGSN reports.

Feb 12, 2016
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It’s an interesting time for fashion catwalks, the runway shows have arguably not received this amount of press in a while. Numerous headlines are swirling around as we are entering into another jam-packed fashion month: will NYFW be a consumer-facing event? Will big luxury houses like Tom Ford and Burberry get their clothes from runway to retail almost immediately?

Against the backdrop of all this news, WGSN went to the press preview of McQ on the first day of NYFW. The preview was at the Skyroom in the New Museum, a place that makes you feel like you are on top of the world.

The press preview was a daring interpretation of the 70s, but not obvious American style Stevie Nicks 70s, the collection instead looked more globally taking its influences from the Tokyo club scene subculture.

What was most interesting to me was how this line stands out in the sea of chatter and commotion. It’s a successfully contemporary line, which gives consumers a first point of access to punk sensibility of the mainline collection, that unique Avant Garde spirit of McQueen. So it made sense then that the entire collection launched online through the brand’s social channels, with a collection of small fashion films by British filmmaking talent Sharna Osborne.

The digital presentation was a perfect way to transport the consumer into the world of McQ, to feel it more deeply and really connect to it. The dark silhouettes and exquisite tailoring played out for all to see to see on the brands own Instagram account, and it will remain there, with its mix of close up imagery and detail shots.

It’s a brilliant way to democratise fashion and make it accessible to all, while the moving videos on Instagram also help bring the pieces alive.

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