Discover MCQ – a new creative collective from Alexander McQueen
London-based creative Alexandra Leese is the gifted photographer lending her eye to MCQ’s first campaign. Here, she steps in front of the camera and explains what drew her to the collection
With more and more designers looking at ways of sustainably producing pieces designed to be cherished forever, the house of Alexander McQueen has conjured an entirely new proposition. With no sole creative director, new label MCQ operates as a collective, handing the creative reigns to an ever-changing team of collaborators from around the world to produce each of its ‘icons’ (the label’s word for collections) for its biannual ‘cycles’ (taking a rebellious approach to the industry’s established seasons, it works to its own fashion calendar), thereby offering a new visual propositions each time. As well as ripping up the fashion calendar, MCQ uses an entirely new vocabulary to express itself: customers are known as ‘collectors’ and pieces are ‘items’.
The pioneering, technology-driven label also includes an online platform called MYMCQ that allows collectors to register their item using its unique swing tag. This will show where and when an item was made and which collection it came from, as well as allowing collectors to browse behind-the-scenes content and interact directly with the label. It is a key breakthrough in encouraging the circularity of each item.
In another step towards the responsible future, MCQ has designed an end-to-end packaging system that reduces waste. Furthermore, it chooses to work only with like-minded collaborators, such as the Hong Kong-born, London-based photographer Alexandra Leese, who is equally impassioned about protecting the planet. “Being mindful of this on set is how many people work now; less waste, reusing materials, no single-use plastic, not traveling unless you need to,” she says. “Working with brands and magazines that have this as part of their ethos – and bringing the narrative surrounding our responsibility to the planet into my work where I can – is important.”
Get to know Leese and her arresting work – including her involvement with the brand’s Genesis campaign – a little better and see how she likes to wear the all-new MCQ.
What made you choose photography and filmmaking as a career path?
I went to Chelsea Art College to do my foundation with the intention of being a painter. I took photos of my subjects to paint from and my tutor pointed out my eye for photography, so I started taking it more seriously and never looked back.
Your work often explores identities – what is it about this subject matter that fascinates you?
I always say if I wasn’t a photographer, I’d be a psychologist. I find people really interesting; we’re so complex and each person has a unique way of seeing and reacting to the world and yet, at our core, we all share the same emotions, desires and fears. So, exploring those differences and similarities, and finding beauty in that, is what keeps me inspired and engaged.
Describe the MCQ looks you wore for this shoot?
The McQ pieces were easy to style; they’re casual and simple but also have a bit of an edge to them that makes them stand out. As the shoot was at home, I went for a more casual feel with jeans and sandals – effortless and classic.
Which were your favorite pieces and why?
I really love the black hoodie. I’m more into comfort these days and we often forget that you can be stylish and wear comfy clothes; this item definitely ticks those boxes. Generally, MCQ pieces feel understated and creative, so you can dress them up or down – for example, you can wear the hoodie with colorful heels and jeans to go out in or wear the skirt with boots and a little top. They’re so versatile in that way – you can still look elevated and grown-up depending on what you wear them with.
What was it like collaborating with your partner Maxwell Tomlinson on this shoot?
It was really great to have someone I know and trust – I am definitely more confident behind the camera than in front of [it]. He made me feel really comfortable and it was interesting to see first-hand how he works.
What can you tell us about working on MCQ’s first campaign, Genesis?
The message behind it and its intention really resonated with me; even though this was in the works before 2020 began, somehow it feels more relevant now than ever that we need this new genesis – a new beginning to heal, start over, learn and grow.
What do you enjoy most about collaborating with MCQ?
The freedom and trust that I was given to put myself and my vision into the campaign’s creative direction.