McQueen Autumn Winter 2025 Campaign

Freedom and subversion, borrowing from the codes of the Victorian Gothic.

A visceral evocation of liberation and expression, echoing the spirit of 19th century provocateurs. The artists, writers and aesthetes whose spirit underscores the collection: Oscar Wilde, Vesta Tilley, Romaine Brooks.

Photographed and directed by Glen Luchford, the campaign captures ecstatic abandon, shifting from restraint to rapturous release. Physicality and freedom, bathed in a spectral light.

“The collection was rooted in the uncompromising self-expression of independent thinkers, exploring the tension between tradition and transgression. Their spirit of progressivism feels pertinent now, inherent in modern questions of character, identity, idealism and gender.” — Seán McGirr, Creative Director

Silk georgette ripples through shadow, brought into light, with intricate raw-edged lace, sharpened tailoring and black lacquered leather. Individually, bodies arch, twist, writhe. Together, they are bound by a wordless force, compelled by instinct and feeling. Each movement, sweeping, soundtracked by a rich textural sonic tapestry.