British fashion house McQueen – currently directed by Seán McGirr – has been considered one of the most avant-garde and futuristic houses in the world since its beginnings. Its thousands of designs made throughout history by Alexander himself, Sarah Burton, and now McGirr confirm this, and the way the firm communicates, too. And while many of its main competitors are focused on the summer season, the company prefers to move away from that and direct its attention to the preamble of the Fall/Winter season, thus unveiling its corresponding campaign.

The portfolio of images that is part of this launch was shot, as usual, in London, at The Coach & Horses – an emblematic place of the 50s where counterculture and tradition intermingled – by photographer Theo Sion. The choice of this location is due to the firm’s interest in representing the current spirit of the British city’s Soho district, or in other words, known as Soho George, which corresponds to a local personality defined by the characteristic bespoke style and the jazz and blues singer Florence Joelle.

In this area, a whole cast of characters can be found that perfectly represent the aforementioned and, above all, embody McQueen’s subversive spirit. They are dressed in broad-shouldered coats and slim-fitting silhouettes, tailoring, sharp-collared shirts, and complement their outfits with silver jewellery.

Check out the McQueen by Seán McGirr Pre-Fall/Winter 2025 campaign below: