Favourite Fashion Brand- Alexander Mcqueen

Alexander McQueen is a UK fashion brand released in 1992 (Bolton,2014).The founder is Lee Alexander Mcqueen, he got his master degree at the same year he began to design under the brand Alexander Mcqueen, and keep earning profit with the name Lee Mcqueen(Evans, n.d). Alexander Mcqueen joined Kering Group in 2001, at the same time Sarah Burton was signed to be the Head of Design for womenswear, and was named as the Creative Director in 2010 (Disko,nd). 

In 2003, Kering gathered a “Sustainability Team” and set up a  digital environmental reporting platform(Disko,nd). As part of Kering’s group, Alexander McQueen provides apparels that contain small amounts of natural material, for instance organic cotton and linen, but it still contains high-pollution products for example polyester and nylon(Assoune,2021). However it has set goals for future sustainable plans, it aims to reach 100% sustainable sourcing and 100% traceability for key raw materials by 2025(Assoune,2021). 

Alexander Mcqueen customers across from 21-50 years old, the wide range of apparels designs cater to this greater number of customers. Its customers include socialites, celebrities, royal or wealthy ordinary people(Forrester, 2021). For example, Isabella Blow wore a jacket from “Dante” in the fall/winter 1996-97 collection(Gleason,Collins,2015). Its design gets inspired from nature and British culture, celebrating the rural culture in England, meanwhile reaching the fashion boundaries(Disko,nd).

The propulsion keeping McQueen becoming globally recognised and earning profit is its deputy Sarah Burton, she designs clothes that are more feminan and easy to wear, and the chief executive also agrees to poach a well known designer from another brand(Indvik, 2021).

Its purpose is to explore once creativity “find beauty in the grotesque”, its want to give it customers feel powerful to against the society(Forrester, 2021), so in Alexander McQueen brand designs show powerful message to customers by creating emotional power and raw energy, it also gives its customers an innovation of fashion with technology(Renton,2013).

Alexander Mcqueen created a variety of customers not only because of its design, beside that they tried to include the theme of British culture and tried to fit the market need with more feminan and easy-to-wear apparel. However its sustainability goals still not be very compliant, but it already set a goals and it is making them happen.  

Bibliography

Assoune, A. (2021) Alexander McQueen, Panaprium. Panaprium. Available at: https://www.panaprium.com/blogs/i/alexander-mcqueen  (Accessed: October 1, 2022). 

Bolton, A. et al. (2014) Alexander McQueen: Savage beauty. New York: The Metropolitan Museum of Art ; New Haven and London. 

Disko (no date)  Alexander mcqueen, Kering. Available at: https://www.kering.com/cn/houses/couture-and-leather-goods/alexander-mcqueen/   (Accessed: October 1, 2022). 

Evans, C. (n.d.) Alexander McQueen, LoveToKnow. LoveToKnow. Available at: https://fashion-history.lovetoknow.com/fashion-clothing-industry/fashion-designers/alexander-mcqueen  (Accessed: October 5, 2022). 

Forrester, R. (2021) Alexander McQueen Brand Report, Issuu. Available at: https://issuu.com/roseforrester/docs/gbft_alexander_mcqueen_report  (Accessed: October 1, 2022). 

Gleason, K. and Collins, S. (2015) Alexander McQueen – Evolution. New York: Race Point Publishing. 

Indvik, L. (2021) Become an FT subscriber to read: Emmanuel Gintzburger on Alexander McQueen’s ‘record’ year, Subscribe to read | Financial Times. Available at: https://www.ft.com/content/7ee789e9-556e-4885-9eed-11d74b5bde08  (Accessed: October 1, 2022). 

Isabella Blow (2007) The Telegraph. Telegraph Media Group[Picture]. Available at: https://www.telegraph.co.uk/news/obituaries/1550855/Isabella-Blow.html  (Accessed: October 5, 2022). 

kaylafitz (2020) Alexander McQueen report, Issuu[Picture]. Available at: https://issuu.com/kaylafitz/docs/bof_pesentation (Accessed: October 5, 2022). Renton, D. (2013) Alexander McQueen – Unique Selling Point?, Tumblr. Available at: https://dainarentonlcf.tumblr.com/post/66470520658/alexander-mcqueen-unique-selling-point  (Accessed: October 2, 2022).

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