Sean McGir: McQueen CD Debut & Free Collection Reconstruction

Alexander McQueen of Alexander Mac Queen Korea (CEO John Scaramu) unveiled the 2025 F/W Free Collection. This season is the first collection of the new creative director, Seán McGrr, and reinterprets the brand’s rebellion spirit and artistic heritage through a campaign based on Soho, London.

Inspired by the city Soho, where the past and the present coexist, the collection has modernized the spirit of free and provocative artists such as writer Francis Bacon, Lucian Freud and poet Elizabeth Smart. Sleeping shirt collar, exaggerated shoulder line, and tightly tightened waist silhouette are designed with their ideas and attitudes.

In particular, the blue bell, which was conceived from the sailor’s uniform, was reconstructed as a wool silk gaberdin, and the floral pattern abstracted from the embroidery of metal history brought a motif from the tattoo. The color of high saturation reminds us of the lights of the city that illuminates London night streets.

In the overall collection, the heterogeneous combination of tailoring and streetware is impressive. Satin, nylon, antique leather, and deep indigo denim are combined with one, and the boundaries between casual and classic.

The campaign was held at The Coach & Horses, a symbol of the dissident culture in the 1950s. Photographer Theo Sion was in charge of shooting, and Soho’s celebrity Soho George and Blos Singer Florence Joel appeared as a model, delivering community sentiment that never changed as time went by.