DIGITAL STORIES

FOAM BY MCQ

Part of the house of Alexander McQueen, MCQ is the first of its kind. A creative platform with its own identity: a label that is also an every-shifting collective. Radically crediting all its voices, we give collectors ownership and expression of their MCQ items through technology. Our digital platform MyMCQ combines social media with collector's archive. A place we meet reflecting our global outlook.


LABEL = OUR BRAND


ICON = OUR COLLECTIONS


CYCLE = OUR SEASONS


DELIVERY = OUR DROPS


COLLECTOR = OUR AUDIENCE


ITEM = OUR GARMENTS


COLLABORATOR = CREATIVES WORKING WITH MCQ


THE PHANTOM JACK = OUR EXPLODED UNION JACK GRAPHIC



There is no creative head at MCQ. The MCQ team and our collaborators create each icon together as a group. Our aim is to give creatives around the world a platform to create with minimal direction and maximum creative freedom. Wherever you are in the world, you can sign up to MYMCQ - even if you don't own any MCQ items. MYMCQ is the place where collaborators, collectors and the label interact: a global creative collective.




FOAM is a new and exciting icon by MCQ. Classic workwear styles are reimagined with a focus on construction. An active contradiction in textures, weights and patterns bringing lightness to traditionally heavy garments: a puffer shoe, a puffer backpack. Industrial hardware has been used. Construction and shipping graphics are applied in specific and striking ways, such as high-density prints and transparent silicone ink. Textile waste fibre is respun and repurposed creating new fabrications and fillers. Denim is fixed with industrial framis tape. Transparent PU outerwear has been filled with recycled cashmere waste fibre.


Working with a photographer with a background in music and youth documentation (collaborator Cosmo Webber) and a fine art trained artist (collaborator Sang Woo Kim) They wanted to play on contradictions. Sang Woo Kim and artist Louis Gibson made sculptures from the same brief as the design team used when they made the clothes. They took items from the streets in London that had been disregarded, thrown away, abandoned and brought them into their studio to create sculpture art works that resonate the harder edges of a city like London. These sculptures were then shot next to each look. Flohio, Mimi and Zhou who stars in the FOAM campaign are all subjects who fit into Cosmo's normal working relm (shooting in music studios, backstage, at hotel parties etc). The talent comes from the streets and put into a context of art that they create in their own right




Collaborators include Flohio, Sang Woo Kim, Cosmo Webber, Duncan Loudon, Ewen Spencer, Pantone Colour Institute, Everledger, Terrain & The MCQ Team.



NOV - DEC 2020



© 2020 MISSION STATEMENT MAGAZINE

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