British luxury brand McQueen has unveiled its Autumn/Winter 2025 campaign, themed around the spirit of freedom and subversion embedded in Victorian Gothic. The collection resonates with the echoes of 19th-century provocateurs—artists and intellectuals whose voices continue to reverberate today.
The inspiration draws from figures such as writer Oscar Wilde, male impersonator and stage performer Vesta Tilley, and avant-garde painter Romaine Brooks. Their uncompromising self-expression and artistic spirit form the foundation of the entire collection.
Shot and directed by acclaimed photographer and filmmaker Glen Luchford, the campaign captures bodies in flux—shifting from restraint to rapture—bathed in spectral light that highlights both sensuality and liberation.
Creative director Seán McGirr explains: “The collection was rooted in the uncompromising self-expression of independent thinkers, exploring the tension between tradition and transgression. Their spirit of progressivism feels pertinent now, inherent in modern questions of character, identity, idealism and gender.”
The visuals feature silk georgette flowing like waves through shadows, juxtaposed with raw-edged lace, sharp tailoring, and glossy black lacquered leather. Bodies arch, twist, and writhe—driven by instinct and emotion—until each movement expands outward, forming a tapestry of sound and texture.
Art direction by Christopher Simmonds further heightens the poetic tension and signature intensity that define McQueen’s world.
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