McQ's rebellious new logo
McQ Alexander McQueen's new logo represents the brand's "rebellious spirit".
The label unveiled its autumn 15 campaign yesterday, which also marked the debut of its new logo - the word McQueen in bold white letters with last four letters blacked out.
Photographer Harley Weir shot the models, Alexandra Elizabeth Ljadov and Tobias Lundh, in London, UK, and Jodie Barnes was in charge of styling. Tobias lounges with a floral shirt undone, while Alexandra wears a fur boa around her shoulders.
"The new logo represents McQ’s irreverent attitude and rebellious spirit, redefining the relationship between McQ and Alexander McQueen," a statement reads.
Jonathan Akeroyd, chief executive officer of McQ Alexander McQueen, told WWD that the campaign also shows how the brand is moving forward.
Fashion fans will see the new photos in publications from August and September.
Sarah Burton has helmed the label Alexander McQueen since 2010 and 16 standalone stores have opened since then. The fashionista had been close to founder Lee McQueen, who died in 2010, and has often spoken about their friendship.
"Sometimes he'd call me at three o'clock in the morning just to talk, and we had this relationship where... I would do anything for him," she previously told British newspaper The Telegraph. "And then when he died I didn't want the job, but then everybody was going to leave and I thought, 'Well, what else are you going to do?' Lee is Marilyn Monroe. He's James Dean. And, to be honest, it's taken me a while to stop being afraid and see that the company needs me to be at my best."