MCQ Unveils Latest Icon 'Breathe' Designed to Combat Urban Humidity
As the MCQ label continues to forge an identity of its own, the latest icon, titled ‘Breathe’, marks seven in an ever-evolving line which drafts in new collaborators each time.
Whilst previous icons have focused on different nuances of inspiration like rave culture and Britain’s sprawling rural landscape, ‘Breathe’ looks to the lightweight and transparent nature of parachutes and sails given their ventilated and functional beauty. During a trip across Asia, collaborators from the Breathe icon realised the necessity of breathable and functional clothing in these environments, which has helped inform the process behind this latest project. One individual working behind the scenes is Tom Ducarouge, an industrial designer and Central Saint Martins graduate, who worked closely on the ‘Breathe’ range to develop a kind of breathing apparatus which is used in certain pieces. With the close guise of BYBORRE, the Amsterdam-based technological fabric mill, MCQ has developed a number of pieces like ‘shackets’ and ‘modular bomber jackets’ that utilise a custom-made sustainable knit - made in house by the mill.
Given the lightweight and translucent nature of many of the garments under the Breathe icon, they have managed to balance comfort with style, which is often a challenge feat for humid conditions. The resulting ensemble is a vast array of footwear, outerwear, dresses, sweatshirts, accessories and bottoms that retain familiar design cues from previous icons.
Breathe has been created with the help of collaborators such as Tom Ducarouge, Nikki McClarron, BYBORRE, Anna Pesonen, Tsunaina and Post Carbon Lab.
Take a more in-depth look at the campaign imagery from ‘Breathe’ below.
