Brand: MCQ

Season: Icon 1

Key Pieces: Functional garments like a packable mac jacket complement innovative tie-dyed denim jackets and silk shirting.

Release Date: Available now

Buy: goat.com and 100 select retailers worldwide, including END, CNCPTS, Selfridges, SSENSE, and United Arrows

Editor’s Notes:

After unveiling MCQ last month, the new label from Alexander McQueen, its first collection, or ‘Icon’ as MCQ describes, has finally arrived. More than just a label, MCQ is a revolutionary new platform powered by a global collective rather than a single creative director. Titled Genesis II, the theme for the inaugural Icon juxtaposes the ruined world with the living, highlighting humanity’s positive and negative effects on the planet.

Each collaborator plays a different role in bringing the collection to life — London musicians ShyGirl and James Massiah hosted and created the concept for the Genesis II launch party. A written conversation between them is even printed on some of the garments in their own handwriting, further imparting their creative vision into each piece.

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The campaign was shot by Alexandra Leese, a Chinese-British photographer and filmmaker based in London, whose work centers on identity and storytelling through a fashion lens. “I’ve always been interested in people [and] the human condition, and I’m quite emotional,” Leese tells MCQ. “Creating work with feeling is very important.”

Legendary British photographer and filmmaker Ewen Spencer has been documenting youth and subcultures for over two decades and lends his talents to MCQ’s new team of collaborators. Award-winning director Duncan Loudon directed the teaser video which helped launch MCQ and even worked with Pantone to create their own signature ‘Hyperlilac’ color.

Check out the Genesis II Icon above and shop the full collection at goat.com.