THERE are two fundamental elements to every Alexander McQueen collection – strength and individuality. For spring-summer 2023, creative director Sarah Burton ensured that these two parts were not only threaded within every design but dominated each look. Now, bringing this roaring desire to uphold these values to life, Grammy-award winning Swedish film director Jonas Åkerlund took control of the SS23 campaign with a visually boundary-breaking series of short films.
Leading the pack of heroines is American actor Sadie Sink who stars alongside Naomi Campbell, Pom Klementieff, Yseult, METTE and Nyagua. Set in the brand’s home of London, the backdrop shifts from the brutal concrete interior of an underground carpark to the chiselled Baroque style dome of St Paul’s Cathedral, reflecting each of the character’s tropes as we are immersed into their worlds.
To finish the campaign, Åkerlund ensures community and unification are our lasting thoughts as the women come together to prove if there is any girl-gang to be a part of, it’s the McQueen one.
by Imogen Clark
