It is the first time Alexander McQueen’s diffusion line McQ has ever had a show. It’s been about ten years since Alexander McQueen the brand has staged any sort of show in London. McQ the diffusion line, launched back in 2006 has been a dritfting label of the uber casual and denim-based offerings with a few teensy tiny hints to McQueen’s house codes. Sarah Burton has now taken hold of the McQ ship to steer it into a new era, where the collection would slide up the scale, closer to the mainline and a four storey McQ store set to open in London will galvanise that shift.People on the livestream, who thought they were tuning into a proper Alexander McQueen show would be forgiven for thinking this was slightly minimal for a mainline McQueen show, when in fact this was actually a stellar McQ collection.

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