CHEERS: What’s London without its famous pubs?
Alexander McQueen’s creative director Sean McGirr is cheering on the city’s watering holes in the brand’s pre-fall 2025 campaign.
The campaign is also a nod to the cultural figures that have come through London’s Soho, from writers and poets to artists such as Francis Bacon, Caroline Blackwood, Lucian Freud and Elizabeth Smart.
In the images and short film shot by Theo Sion and styled by Sarah Richardson, the models are in and out of the Coach & Horses, a 1950s-style pub with a red exterior and oakwood interiors and patterned carpets.
There are even cameos from Soho’s eclectic personalities, such as Soho George, a famed local known for his sharp style, and Florence Joelle, a jazz and blues singer.
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But this isn’t just a run-of-the-mill pub — it’s one with eclectic pieces from McQueen’s pre-fall 2025 collection that includes deconstructed canvas wool suitings, soft washed satins and black and brown hand-treated antiqued leather.
Britishness has become a running thread in McGirr’s campaigns for the Kering-owned brand.
For his spring 2025 campaign, he set eyes on Llansteffan Castle in Carmarthenshire, Wales, where the models frolicked around the castle, deserted land and shore of the Welsh wilderness in a pensive mood.
“The banshee was a figure that was very present in my childhood imagination growing up in Ireland and she has recently taken on new meaning for me. She embodies a sense of strident self-expression that resonates now; something freeing that drives connection with others,” the designer said.
McGirr’s debut campaign for the brand, which was released last summer, was a love letter to London’s youthful, punk attitude.
