In December of 2023, Sean McGirr took over as Creative Director of Alexander McQueen, succeeding Sarah Burton who worked at the label for over 20 years and served as Creative Director following the death of the late Alexander McQueen, designer and founder of the eponymous fashion house. Irish-born McGirr previously served as Head of Ready-to-Wear at JW Anderson and held roles at Dries Van Noten, Uniqlo, Burberry and Vogue Hommes Japan.

McGirr debuted his Autumn/Winter 2024 collection for Alexander McQueen in March of this year, revealing his initial vision for the iconic label as newly appointed Creative Director. To expand on this vision, McGirr has accompanied the collection with his very first campaign for the Maison – with London’s East End as its muse.

The campaign, shot by photographer Glen Luchford, features McGirr‘s AW24 collection worn by stoic models placed around London’s east end in a variety of settings. The campaign is centred around the East End’s youth culture who occupy the urban landscapes of the city, captured in brick alleys and historic streets.

Contrasts exist throughout the collection through texture and shape, shearling is tucked under tailored suiting and structured denim is tufted with fur. Volume and movement are harshly opposed by structure and shape, these opposing forces create a balance and harmony throughout the collection.

The natural elements of textiles like oxblood leather and shearling are used to give voice to the primal and animalistic undertone that McGirr observes and appreciates in the renegade glamour of London’s East End youth who have mastered an urban uniform against a historic backdrop.

McGirr has begun to build worlds and characters inside the context of his vision for Alexander McQueen, taking inspiration from the environment and culture surrounding the brand and those who love it, while paying homage to the incredible history of the label.