Set against the backdrop of East London, the campaign captures the renegade glamour of the city’s youth — the diverse characters navigating concrete banks and sprawling streets, seeking its primal pleasures.
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
