Split screens and inverted images proffer both masculine and feminine takes on McQ’s androgynous collection for Spring/Summer 2014. The McQ brand is the more affordable cousin to Alexander McQueen, and has long offered a humble mix of covetable streetwear pieces and high-fashion moments. Model April Tiplady embodies both aspects of gender with her changeling-like ability to be both a tomboy and a glamour goddess. In sparkling oversized knits, arrow-splashed sweaters, printed trenches, clinging frocks, and deconstructed tuxedos, Tiplady gives balance to warring identities.
In keeping with the theme of alternative perspectives, the film was born of a collaboration between three East London creative teams, namely McQ’s lookbook photographer Timur Celikdag, Spring 69, and Tundra Group Films. The film was first shot during the lookbook campaign, but was edited together by the three teams to create a more mobile visual.
View McQ’s forthcoming offerings in our video exclusive above, and pay a visit to the looks in person at the new McQ standalone store, which is due to open on February 14, 2014 in Mall of the Emirates.
Video: Courtesy of Alexander McQueen