Alexander McQueen’s flirtations with the boundless world of tech have permeated the British model’s DNA for many years. Take the seminal S/S10 Plato’s Atlantis present (live-streamed on SHOWstudio, till the net visitors brought on the positioning to crash) which opened with two imposing mechanical cameras, springing to life to survey the viewers and undertaking their picture on a big display, earlier than turning their consideration to towering fashions in kaleidoscopic, digitally printed attire. Launching at the moment, Alexander McQueen’s newest marketing campaign for The Slash Bag sees an additional reimagining of trend and artwork’s favorite topic: man v machine.
The brand new trend movie directed by Glen Luchford depicts Kaia Gerber alone in an eerie dystopian future, wearing a pointy, slinky tailor-made jacket, high-slit skirt and The Slash bag on her shoulder. Marching by means of a futuristic cityscape by means of breathtaking skyscrapers and medical rooms surveilled by cameras, she discovers a desolate white expanse. In its centre, disembodied clones hang-out the mannequin, as she identifies a duplicate of her personal being, and weeps as she assesses its options, realising the specter of the man-made changing man. The room darkens with the realisation she’s being watched, and the exit is nowhere in sight.
The Slash Bag marketing campaign marks a cutting-edge flip from Alexander McQueen’s earlier trend movies, which have seen fashions amid blustering storms in London’s cityscapes, and sodden in mud as fashions wallow within the Thames’ muddy waters. Toying with themes of surveillance, machine and humanity in an ominous lonely metropolis, the leather-based bag, adorned with the now-signature McQueen knuckle-hardware adornment and cranium motif, performs confederate within the seek for fact within the dizzying way forward for technological innovation.
