The Autumn/Winter 2025 pre-collection of Alexander McQueen captures the raw energy of Soho — a neighbourhood known for its rebellious edge and creative soul. The collection is a reflection of the artists, thinkers, and everyday characters who give the area its distinct identity.
Set against the backdrop of The Coach & Horses — a historic 1950s Soho pub — the campaign, shot by Theo Sion, blends past and present. Local figures like Soho George, known for his tailored style, and blues singer Florence Joelle bring authenticity to the narrative.
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The clothing tells its own story. Sharp-collared shirts and broad-shouldered coats nod to a lineage of bold individuals. Military-inspired tailoring — reworked in fine wool-silk gabardine — meets off-duty ease in casual blousons. The look is precise but never stiff.
Tattoos appear not on skin, but embroidered in metallic threads and crystals, forming abstract floral patterns. Deep, glowing colours recall the neon-lit streets of the city. There’s contrast in every detail: satin trimmed with lace sits next to rugged leather and denim. Nylon flight jackets are worn with traditional tailoring — a perfect mix of street and sophistication.
This is a collection rooted in place and purpose. It continues to explore what McQueen stands for: a tension between structure and freedom, heritage and modernity. The result is powerful yet personal — a portrait of a city in flux, held together by style, memory, and community.
The McQueen Autumn/Winter 2025 pre-collection was brought to life under the creative direction of Seán McGirr, with art direction by Christopher Simmonds and photography by Theo Sion. Styling was led by SR Richardson, while casting was handled by Julia Lange. Hair styling was by Gary Gill, with make-up by Daniel Sallstrom and nails by Ama Quashie. The production was managed by Farago Projects, and the video was directed by Robbie Mailer Howat.
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