Creative director Seán McGirr reunites with Sarah Richardson on a campaign inspired by Oscar Wilde, Vesta Tilley and Romaine Brooks.
Alex Consani leads McQueen’s Fall Winter 2025 campaign with a story about freedom, self expression and the pull between tradition and transgression. The brief comes straight from the house’s notes, which cite 19th century provocateurs like Oscar Wilde, Vesta Tilley and Romaine Brooks as touchpoints for a modern mood.
Glen Luchford’s film moves from restraint to release. Bodies twist, arch and then breathe, lit in a spectral wash that keeps the clothes sharp. The credits are a high caliber lineup with art direction by Christopher Simmonds, styling by Sarah Richardson, casting by Julia Lange, hair by Gary Gill, and makeup by Daniel Sallstrom. The cast tightens around Alex Consani with Athiec Geng, Chu Wong and Libby Taverner. The soundtrack is “Overcome” by Tricky and Martina Topley Bird, a low thrum that softens the severity.
The campaign’s language is Victorian Gothic, translated through fabric and line. Silk georgette catches the light. Raw edged lace and black lacquered leather press against tailored precision. It reads nocturnal rather than nostalgic and it connects back to the season’s runway thesis on dandyism and its radical spirit.
There are clear product heroes. The Heron Lace Boot comes with a sheer lace upper that climbs the leg, and the Kickback Mini Dress appears in a deep crimson. Leather goods step forward too with the T Bar Sling Bag, the Farringdon Small and the Knuckle Flat Pouch. Jewelry and hosiery sharpen the frame with a silver Cocktail Choker, Sunflower earrings and floral lace tights.
Seán McGirr sets the tone around independent thinkers and what he calls uncompromising self expression, a stance that feels relevant to questions of identity and character right now. The campaign holds that line without soft focus and lets Consani carry the charge.
It is a compact statement for the house under McGirr. The images work because they put silhouette and motion first, then let the references surface in the details. See the full campaign and credits on McQueen’s site.
