REWINDING our memories back to Paris Fashion Week back in March, Sarah Burton presented the new Alexander McQueen AW20 collection inspired by her trip to Wales. During the designer’s visit to St. Fagans National Museum of History, the combination of religious context, the use of recycled materials in the famous Wrexham Tailor’s Quilt and the brand’s history of tailoring, the idea of the collection was born.
The collection was created through up-cycling waste materials from their mills, implementing a deep rich red as an ode to Wales’ national flag and understanding the purpose of protection in clothing, the McQueen woman this season is fierce.
Though the months that followed the runway show could never have been predicted, there is no better time to pick up arms, in this case fashion, and head forward.
The campaign illustrates a modern, strong woman in a world that needs them more than ever. Featuring Anok Yai, Sora Choi and Jill Kortleve, the three models pose boldly amongst nature with hints of our chaotic world in every photo, from telephone towers and lampposts to trains and tops of buildings.
Captured by Jamie Hawkesworth, the photographer was able to not only show off the clothes, but allow for Burton to present the McQueen heroine to the world.