MCQ Presents Their Latest Icon Titled 'Albion'
Nestled under the Alexander McQueen house, the recently re-launched MCQ entity is the first of its kind to possess an entirely separate identity from that of its elder counterpart. Through the use of technology, MCQ is more than just a label, it is a platform dedicated to creating a wholly unique experience for users whereby they can catalogue their pieces, confirm their authenticity, trade and connect with others.
There is no designer at the helm of MCQ, instead, they tap into a global network of creatives who are working behind the scenes; the label is a true amalgamation of diverse talent, from stylists and photographers to designers and filmmakers. They split the calendar year into 2 ‘cycles’ which consist of a minimum of 3 icons - an icon is their classification for collection - within them. Titled ‘Albion’, the next icon is inspired by nomadic garments and Britain’s sprawling rural landscape. MCQ seeks to borrow elements of survival wear and channel that into an urban context through the use of high-performance fabrics and modern camouflage prints - mostly developed from collages of Lichen. There’s a wholesome array of pieces brought forth by the creatives behind MCQ, including re-worked outdoors silhouettes with practical details like D-rings and integrated face masks. Fleece half-zips are adorned with modern camouflage prints while cargo trousers are toned down in order to accompany a range of styles. Waterproof jackets, cargo vests, hooded sweatshirts and harnesses are a few of many pieces that MCQ has to offer in their ‘Albion’ range. Most garments are clad in earthy tones such as brown, green and sand.
In an attempt to respond to the current climate, they are focused on optimising their use of recycled, innovative, technical and deadstock fabrics, encouraging reselling of items to prolong their lifespan and incorporating an end-to-end packaging system.
Albion has been created by a number of collaborators including: Jono Namara, Calvin How, Lex Amor, Pablo Attal, Sirui Ma, Sasha Davai, Ewen Spencer, Everledger, Terrain and the MCQ design team.
Take a look at the official campaign and lookbook imagery from their Albion icon below.
