After making his debut last March in Paris as creative director of British fashion house McQueen and receiving a multitude of opinions regarding his proposal, Seán McGirr has presented his first Fall/Winter 2024 advertising campaign for the firm.

Shot by photographer Glen Luchford in East London and artistically directed by Christopher Simmonds, the images that make up the portfolio reflect the renegade glamour of the city’s youth, the diverse characters navigating the concrete banks and sprawling streets in search of their primal pleasures. The style seen in the launch could be defined as tactile, twisted and edgy with little touches of opulence evident in some of the pieces that make up the models’ looks, such as the distressed jeans, or the chest area of the sharp suits encrusted with jet stones.

Of the campaign, Sean said: “McQueen is a London-born brand and has always represented an idea of London that I’m deeply attached to. It has a very visceral kind of energy, driven by the eclectic cast of characters you see here. I want to bring that energy to life with the rigour and raw feeling that makes the city’s air hum, leaning deep into its tensions – something that feels poetic and primal; powerful and real. Something that comes from people. I want to bring light to that.

What do you think of Seán McGirr’s first campaign for McQueen? To be honest, we love it. Plus, we have every confidence that he’s going to carry on the legacy of Sarah Burton and Lee Alexander McQueen himself in an exemplary way.

Take a look at the images from the campaign below: