‘Truth, Valour, Honour’ – with the creative director, Sarah Burton’s words in mind, this exact quote predicts and confidently describes the particular personality of the brand, Alexander McQueen and its traditional objectives. Valour; to have great courage in danger, should be of any business’ initial skin and this is why I know that McQueen, a brand of controversy and risk, will excel within the realm of contemporary fashion. Firstly, Alexander McQueen, Sub-mission, will explore intense factors of the lingerie world, incorporating only its original designs of conventional fashion with the 21^st century fetish evolution. The collection will prioritise a high-market bedroom theme for its lingerie, which goes beyond the traditional, everyday wear for a usual market. This will explore a unique perspective on the brand by indulging in erotic behaviour and highlighting the hidden world of sex.

 

What inspired me to create a sub-brand that will consist of such a controversial opinion and could completely contradict tradition from Alexander McQueen himself, is that from personal experience, the brand needs to open deeper dimensions for its audience whom relate to the gothic, avant-garde themes. Although it will compete with brands such as Agent Provocateur; another high-end addition to the playfulness of bedroom themed lingerie, McQueen’s new futuristic image run alongside any forecast for 2019 and the modernised underwear created is exactly what is missing from the collection.

By using this innovative stylistic approach, I hope to enable the viewer the ability to interpret the series in whichever way they wish to. McQueen’s Sub-mission collection will adapt upon the theme of sex as a lifestyle and not only a fashion statement by allowing its market to feel secure and accepted in their choices of lingerie. With feminism at the forefront of society, high-end brands are establishing a modernised approach to aid in targeting a new audience. The theme of fetishism is evolutionary and constantly evolving, allowing the collection the opportunity to expand and grow with modernised techniques and new materials. Existing as a young woman in society, I have witnessed first-hand the potential that new markets, such as McQueens, can have on a younger generation as appearance has become a prominent factor in modern day culture. Understanding the acceptance of sex now, especially in the UK, and many elements which come within this factor such as fetishism, toys or bondage equipment; the market will open to an entire new range, developing a deeper maturity level for the theme of sex itself and the sub-brand.

Promoting such a disclosed topic for the collection could prove to cause controversy, however this fresh image is exactly what the brand needs to be able to survive in such a thriving market. Promotional techniques will include a renovation of their website; as a viewer, the simplicity of the website makes it difficult to engage and interact with the products advertised. Another marketing technique shall be to invest in creating or expanding the original shops so that there is a specific, explicit section – in the stores which are surrounded by other, high-end competitors especially.

    

 

Transgender, cisgender or androgynous beings, Rain Dove (who is also cisgender) posed in Victoria Secret lingerie and then photoshopped iconic supermodel’s faces on top – to promote equality and show awareness of discrimination in the fashion industry.

Having used a male model in my final shoot, McQueen: Sub-mission, could incorporate this idea eventually into the designs and campaigns, to adjust to the 21st century acceptance. This would create a wider audience by aiding in gender fluidity and also allow the brand to excel in positive opinions and outlooks.

 

 

 

 

 

 

These are a few examples from Karim Sadli’s transgender and androgynous shoot for Candy magazine. I only came across his work through a browse of examples for original look books and thought the colour schemes were really interesting and provoking, only realising later the powerful story behind the images; to clearly promote and raise awareness of various sexualities and to show acceptance and beauty of each kind. I think the idea of transgender or androgynous underwear or to show that Mcqueen are acceptive of this controversy will allow the brand to thrive further and open up to new audiences. Effectively, i could add a male model to my look book (instead of just 2 females which was my initial idea) styled in simplistic clothing or even nothing at all, to maybe create a sense of objectification and highlight how transgender clothing should be as a whole and not separated within designer brands, especially within a bondage/bedroom themed collection – Mcqueen are open to all genders.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

These trend boards have been originally created by myself and the designs are adapted from specific clues to future trends from various reliable sources such as WGSN. Using these examples, it will make it easier to challenge a sub brand for Alexander Mcqueen as I can relate back to the materials, textures, colours etc, from here and use them in my own styling or look book techniques.

 

FOUND FROM:

Target Customers, Competitors, Brand Architecture, Brand Position.

SIMILARITIES AND DIFFERENCES OF 2 TARGETING BRANDS:

Whilst researching further into Alexander Mcqueen; the brand as a whole, Stella McCartney seemed to follow or sideline against it. I think it is important to check thriving brands or competitors when encouraging a completely new collection, as i will need to see how i can better the products compared to other brands. McCartney’s lingerie components actually seem like the complete opposite to Mcqueen’s typical designs; the colour, materials..

The brands are obviously compared because of the exclusiveness and high-end similarities, NOT because of similarities in designs. I think this could be a positive when adapting upon my brand and i could also take shooting / styling techniques from her look books, so Mcqueen could appeal to a much wider range of audience by showing a different side.