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
Mcqueen Autumn Winter 2024 Campaign by Seán Mcgirr - Lensed by Glen Luchford
Mcqueen Autumn Winter 2024 Campaign by Seán Mcgirr - Lensed by Glen Luchford
Mcqueen Autumn Winter 2024 Campaign by Seán Mcgirr - Lensed by Glen Luchford
Mcqueen Autumn Winter 2024 Campaign by Seán Mcgirr - Lensed by Glen Luchford
Mcqueen Autumn Winter 2024 Campaign by Seán Mcgirr - Lensed by Glen Luchford
Campaign Credits:
Creative Director: Seán McGirr
Art Director: Christopher Simmonds
Photographer: Glen Luchford
Stylist: Marie Chaix
Make-Up: Daniel Sallstrom
Hair: Gary Gill
Nails: Ama Quashie
Production: MAI Productions
Characters: Awwal Adeoti, Libby Bennett, Sara Caballero, Nyajouk Gatdet, Reuben Larkin, Long Li, Bebe Parnell, Aryan Patel, Owen Ruppersburg, Canlan Wang