The AP House’s choice of location is a nod to Milan’s dynamic culture and storied past. Nestled in the iconic Via Bagutta, steps away from Piazza San Babila and the opulent Via Montenapoleone, the AP House finds its home in the erstwhile Garage Traversi. The edifice’s transformation, a collaborative effort with the acclaimed Milan and New York-based Lissoni & Partners, draws on the natural beauty of Vallée de Joux, the cradle of Audemars Piguet. The design, a harmonious blend of wood, glass, and metal, mirrors Milan’s spirit while paying homage to its origins.

Piero Lissoni, the visionary architect, designer, and founder of Lissoni & Partners, mused on the project’s essence, remarking on the AP House’s capacity to weave a narrative that diverges from Milan’s bustling rhythm. The space, a dedication to slowing down, fostering connections, and delving into the city’s copious tapestry of history, culture, and allure, is accentuated perfectly within Milan’s welcoming embrace.

In a move that further cements its foray into the world of iconic manga collaborations, Jimmy Choo has unveiled the second chapter of its partnership with Pretty Guardian Sailor Moon. The collection, inspired by Naoko Takeuchi’s legendary seminal manga, promises to transport fans deeper into the Sailor Moon universe. Accompanied by a dynamic campaign, conceptualized by YOSHIROTTEN’s Tokyo-based design studio, YAR, this eagerly anticipated launch encapsulates the essence of the Sailor Guardians with Jimmy Choo’s luxury aesthetic.

Cleverly utilizes animation, this campaign brings the ten Sailor Guardians and their planetary symbols to life against a backdrop of vibrant colors. The result is a captivating array of visuals and motion content where footwear and accessories take center stage, each piece reflecting the unique personality and attributes of the Sailor Guardians.

Sandra Choi, Creative Director of Jimmy Choo, expressed her admiration for the Sailor Moon series, highlighting its concepts of feminine power, unity, and protection. “Exploring this deep and rich creative universe was an exhilarating process for me,” Choi remarked, emphasizing her aim to honor the manga and its characters authentically, and to celebrate their status as pop culture icons.

The collaboration delves deeper into the Sailor Moon narrative, bringing to life five more characters from the beloved manga through an exquisite range of footwear, bags, and accessories. Each of the five key footwear designs draws direct inspiration from the distinctive costumes of the Sailor Guardians, with their planetary symbols serving as a focal point, underscoring the collection’s collectible nature.

Incorporating original manga artwork by Naoko Takeuchi, the collection showcases signature styles, including the Diamond Tote and an assortment of phone holders, card holders, and Air Pod cases. A highlight of the collaboration is the Avenue Vanity Bag, available in ten variations, each featuring a portrait of a Sailor Guardian in their signature color, matched with harmoniously toned hardware. The collection also nods to other manga icons, with the Marlow Moccasin finished in either hot pink crystals or black glitter, evoking the images of Super Sailor Moon and Luna, respectively.

The Jimmy Choo x Pretty Guardian Sailor Moon collection is now available for purchase online at jimmychoo.com and in select boutiques worldwide, inviting fans and fashionistas alike to step into the magical world of Sailor Moon.

The Fall Winter 2024 campaign of Versace Jeans Couture, titled “Trance Therapy”, directed by Jeroen Dankers and shot by Alberto Pelayo, takes the viewer on a visual and emotional journey, exploring love through three symbolic acts. Dankers, known for his stylized, cinematic approach, collaborates with a creative team—art director Salvatore Delle Femmine, stylist Allegra Versace Beck, and Victor Crezée for the soundtrack—to seamlessly blend fashion and art.

Drawing on supernatural and emotional themes, it evokes the sensation of falling in love. Using the metaphor of an intimate dance, two individuals briefly connect in moments that capture the essence of romance, only to part ways and find themselves on distinct paths. Whether journeying alone or accompanied by others through magical landscapes, their eventual reunion propels them into a trance-like state, representing the overwhelming surge of a romantic connection. A standout feature is the mesmerizing liquid simulation of mercury, which artistically mirrors the fluidity and excitement of love.

The collection reflects this concept with liquid-like, flowing silhouettes, adorned with printed motifs such as “Baroque Chrome” and other mythical elements. The distressed designs, mimicking the texture of muddy woodlands, reinforce the campaign’s darker, fairytale-like narrative. Floral prints intermingle with mold-like patterns, adding depth and complexity to the visuals.

Romantic imagery is expertly fused with streetwear aesthetics, juxtaposing sporty and tailored pieces to create dynamic contrasts. The classic interiors, where the shoot takes place, highlight the balance between modern and traditional, underscoring the collection’s overall theme. The photographs evoke tension and movement, with the models either floating or pulling each other into a new dimension, symbolizing transformation and transition.

The ‘Trance Therapy’ campaign goes beyond just fashion; it explores the transformative nature of love. As the models float through surreal landscapes, we’re reminded of the fluidity of emotions, the allure of the unknown, and the beauty in fleeting connections. Versace Jeans Couture’s Fall Winter 2024 collection encapsulates the enchantment and intensity of love, inviting us all to embrace its highs, lows, and the mystical journey it entails.

The Versace Jeans Couture Fall Winter 2024 collection is now available on Versace’s website.

One of Hermès’ most recent news is the launch of “Barénia”, a new fragrance that encapsulates the luxury house’s timeless craftsmanship and dedication to sophisticated elegance. “Barénia”, designed under the meticulous eye of Christine Nagel, Hermès’ Creative Director of Perfumes, marks Hermès’ first foray into the Chypre fragrance family—a sensory masterpiece that reflects the brand’s profound connection to its artisanal roots.

The essence of “Barénia” is its rich olfactory composition. The distinctive aroma is a delicate interplay between the butterfly lily and the rare miracle berry, both accentuated by warm oakwood and patchouli. The result is a captivating, and the lingering scent effortlessly melts onto the skin, leaving an unforgettable signature to wherever the wearer passes by.

Drawing inspiration from one of Hermès’ most iconic leather types, Barenia leather, the fragrance mirrors the material’s sensual, supple quality. Known for its tactile softness and natural elegance, Barenia leather has long been a symbol of boldness and free-spirited energy — an embodiment of the brand’s liberated and independent female clientele.

The bottle is another highlight of the new fragrance line. Crafted by long-time Hermès collaborator Philippe Mouquet, the design further cements this connection between heritage and modernity. Modeled after the brand’s iconic “Collier de Chien” bracelet. A piece originally inspired by dog collars and reinterpreted in the 1920s as a symbol of women’s empowerment, Collier de Chien-inspired bottle design blends crystal-clear curves with metallic accents, invoking a sense of timeless luxury.

Accompanying the fragrance is a complete body care line, including a perfumed body cream and a scented soap, extending the unique “Barénia” experience to a full-body ritual. Encased in packaging that reflects Hermès’ signature balance of bold design and refined minimalism, the “Barénia” line is more than just a fragrance, it’s a testament to Hermès’ commitment to eternal elegance and constant innovation.

With “Barénia”, Hermès has once again succeeded in crafting a fragrance that not only celebrates its storied past but also speaks to the fearless, curious and confident women of today. As Christine Nagel so eloquently puts it, “The Hermès woman is driven by curiosity. Guided by her instincts, her sidesteps are never missteps.” This sentiment is perfectly captured in every aspect of “Barénia”, a scent destined to become a classic.

Milan, a city of contrasts and perpetual transformation, stands at the intersection of tradition and modernity. Its rich architectural tapestry, from the elegance of late 18th-century aristocracy to the sleek lines of contemporary rationalism, narrates a dynamic history. Valextra, synonymous with the finest in Italian leather craftsmanship, has embraced this narrative, bridging the gap between tradition and innovation, much like the city it calls home. The latest chapter in this dialogue is captured in the brand’s latest release “Milano Outside/Inside”, a collaboration with photographer Guido Taroni.

Presented as part of the “Valextra for Milano” series, “Milano Outside/Inside” highlights the vibrant and inimitable character of Milan through its architectural landmarks, artistic influences, and the key personalities who embody its spirit. The city’s hidden beauty, often overlooked, becomes a focal point of this photographic journey. “Milano Outside/Inside” features images of key buildings such as the Corriere della Sera Palace, Milan Central Station, and Villa Reale, juxtaposed with Valextra’s elegant bags. The careful selection of locations reflects the various artistic movements that have shaped the city—from Art Nouveau to the monumentalism of fascist architecture—underscoring Valextra’s role in preserving and promoting the rich tradition of Milanese design and showcasing the brand’s iconic style that works perfectly in tandem with Milanese elegance.

Valextra’s designs encapsulate the essence of Milanese style—quiet, refined, yet unyielding in quality. Each piece, from its fine leathers to its meticulous finishes, reflects the ethos of “Made in Italy” that Valextra so proudly champions. The brand’s meticulous attention to detail, both in its products and in the way it honors its Milanese roots, reflects the duality of Milan itself. Like the city, Valextra is steeped in tradition yet ever-evolving, ensuring that its relevance remains undiminished in the fast-paced world of fashion.

In a city known for its creativity and aesthetics, Valextra finds resonance with the innovators of fashion and art who are represented in the publication. Notable figures like art collector and philanthropist Francesca Ruffini Stoppani, ballet étoile Nicola Del Freo, and fashion icon Carla Bruni add a human element to the city’s architectural landscape. These individuals, each a contemporary ambassador of Milanese culture, stand as embodiments of Milan’s ever-evolving artistic spirit, as seen through their personal connections to the city.

Valextra’s unique relationship with Milan extends beyond its creative output. The brand’s commitment to the city is exemplified by its support for cultural preservation initiatives. This year, Valextra has pledged its resources to restore the Trilogia della Fontana, a sculpture by Milanese artist Adolfo Wildt located in Villa Reale’s park, a key feature of the city’s modern art collection. Through this restoration, Valextra continues to cement its role as a cultural custodian, reinforcing the deep-seated connection between Milan’s artistic heritage and the fashion world.

For Valextra, Milan isn’t just a backdrop—it’s a muse, a collaborator, and a constant source of inspiration. With the launch of “Milano Outside/Inside”, Valextra reaffirms its place at the intersection of fashion and culture, paying homage to the city that has shaped its past, present, and undoubtedly, its future.

With the perfect chilly temperature, you can only achieve at 1,800 meters above sea level, the Kulm Hotel St. Moritz is ready to reaffirm its status as a premier destination for summer as well! The historic hotel offers panoramic views of Lake St. Moritz and the Engadin valley. As a member of The Leading Hotels of the World, Virtuoso, and Swiss Deluxe Hotels, this five-star luxury establishment seamlessly blends historical charm with contemporary elegance.

Since its establishment in 1855 by Johannes Badrutt, the Kulm Hotel has been a pioneer in winter tourism. The hotel’s rich history includes milestones such as hosting the opening and closing ceremonies of the Winter Olympics in 1928 and 1948. Under the ownership of the Niarchos family since 1968, and guided by General Manager Heinz E. Hunkeler and his wife Jenny, the hotel continues to be a beacon of luxury and excellence.

The hotel offers 164 rooms and suites, many of which have been recently renovated by Pierre-Yves Rochon. These accommodations combine traditional Engadine style with modern comforts, providing stunning views of Lake St. Moritz and the surrounding mountains. The hotel’s wellness offerings include the Kulm Spa, a 2,000 square meter sanctuary featuring an indoor pool with underwater music, an outdoor heated pool with whirlpool, a children’s pool, a salt grotto, various saunas, and numerous relaxation areas. The spa’s holistic approach focuses on relaxation, detoxification, and regeneration, using natural products and advanced biotechnology to ensure guests leave feeling rejuvenated.

For families, the Kulm Hotel offers a comprehensive Very Important Kids’ (V.I.K.) program, providing a daily schedule of activities, free group ski and snowboard lessons, and access to various facilities. Summer offerings include free access to the Kulm Golf Club St. Moritz, tennis lessons, great walks for any level and, of course, the use of e-bikes.

The Kulm Hotel also excels in its culinary offerings, boasting a variety of dining options. The Grand Restaurant serves breakfast and a six-course dinner in an elegant setting, while La Pizzeria offers informal Italian specialties in a newly renovated space. Chesa al Parc provides traditional Swiss and Engadine cuisine with views of the private ice rink in winter and tennis courts in summer.

After three years at the Michelin-starred restaurant “the K”, Worldwide famous Chef Mauro Colagreco joined the Kulm Country Clubrestored by Lord Norman Foster. Featuring an innovative cuisine focused on the “Mountain Terroir” concept with high-quality, locally-sourced, and seasonal ingredients, Marco Colagreco provides a sophisticated yet relaxed dining experience with dishes cooked over an open flame. The restaurant’s natural and neutral tones harmonize with the surrounding mountains, and the carefully curated music by Arman Naféei adds to the cozy and familial ambiance.

Kulm Hotel unveils a completely revamped gastronomic lineup: the highlight is the introduction of Amaru, a restaurant designed by British designer Luke Edward Hall. Amaru brings forth the exquisite Nippo-Peruvian cuisine of Claudia Canessa, offering a delightful experience that blends authentic flavors with captivating design. Guests are invited into a whimsical world where music, art, and lighting converge, enhancing the simple yet refined street food of Peru.

In every season, the Kulm Hotel St. Moritz provides a luxurious and immersive experience, offering exceptional cuisine, unparalleled service, and breathtaking natural beauty. Guests are invited to indulge in the rich history, contemporary elegance, and culinary delights, ensuring an unforgettable stay.

In the world of high-end jewelry, few names resonate with as much heritage and craftsmanship as Busatti 1947. This storied brand, now helmed by third-generation jewelers Lalla and Davide Busatti, continues to shine brightly, creating jewelry that represents both elegance and innovation since its inception

The journey of Busatti family began in 1947, with the visionary efforts of Antonio Busatti. His passion and dedication were passed down to his son, Luigi, who further enriched the family legacy. Today, Antonio’s grandchildren, Lalla and Davide, carry forward the torch, infusing the brand with their unique fusion of enthusiasm, creativity, and expertise.

From a young age, Lalla and Davide were immersed in the world of jewelry, accompanying their father on travels to some of the most exotic and culturally rich regions of the world. From the bustling markets of India to the serene landscapes of Japan, the siblings absorbed diverse traditions and honed their skills under Luigi’s meticulous guidance. They learned to discern the finest details in gemstones, appreciating the subtle differences in color and quality under natural daylight. Their training extended to mastering the art of evaluating pearls, understanding their hues, and listening to their distinctive sounds.

These early experiences laid a robust foundation for what would become the hallmark of Busatti 1947: an unrivaled blend of competence and instinct. Lalla and Davide’s yin-and-yang synergy is at the heart of their creations. Lalla brings a creative flair, envisioning designs that marry tradition with modernity. Davide complements this with his knack for sourcing unique and unconventional stones, each one a starting point for the brand’s exceptional pieces.

Busatti 1947’s creations are testaments to Italian virtuosity and artistry. Every piece is exquisitely handmade, balancing the fine line between tradition and innovation. The brand’s philosophy is to create jewelry that is both beautiful and wearable, ensuring that each piece enhances a woman’s beauty and self-confidence. These jewels are not just for special occasions; they are designed to be worn daily, providing a feel-good vibe that resonates with contemporary women.

What sets Busatti 1947 apart is their commitment to producing one-of-a-kind pieces. Each item is a unique amalgam of the expected and the unexpected, where classic designs are reimagined with a contemporary twist. This approach ensures that no two pieces are alike, offering a personalized touch that is rare in today’s market.

In addition to their artistic vision, the Busatti siblings are deeply committed to maintaining the brand’s high standards of quality. They oversee the entire process, from the initial design concept to the final product, ensuring that each piece meets their exacting standards. This dedication to excellence has earned Busatti 1947 a loyal following among clients who appreciate the combination of traditional craftsmanship and modern design.

The story of Busatti 1947 is not just about jewelry; it is about a legacy of passion and dedication that has been passed down through generations. It is about a family’s unwavering commitment to their craft and their desire to share their unique vision with the world. As Lalla and Davide Busatti continue to innovate and inspire, Busatti 1947 remains a beacon of elegance and sophistication in the world of high-end exquisite jewelry.

Nestled between the stunning Valley of the Temples in Agrigento and the charming town of Sciacca, the Verdura Resort is a masterpiece of modern luxury and traditional Sicilian charm. This expansive resort spans 230 hectares, featuring lush olive and orange groves and a pristine private coastline stretching over 18 kilometers. The resort’s idyllic setting is just an 80-minute drive from the airports of Palermo and Trapani, making it an accessible yet exclusive destination.

Designed by the acclaimed architect Flavio Albanese and with interiors curated by Olga Polizzi, Verdura Resort combines bold modernist architecture with a deep respect for its natural surroundings. The use of local materials like terracotta, ochre, stone, sand, and wood ensures that the resort blends seamlessly into the Mediterranean landscape. Strong geometric lines echo the design of traditional Sicilian houses, while the interiors reflect the island’s rugged and vibrant character through warm colors and handcrafted details.

Sustainability is at the heart of Verdura Resort’s operations. The resort features solar panels for hot water production, a comprehensive water recycling system, and a policy that limits automobile circulation to preserve the natural beauty of the landscape. These eco-friendly practices have earned the resort numerous accolades, including the “Committed to Green” environmental award supported by the Italian Ministry of Environment.

The resort boasts 203 elegant rooms and suites, each offering breathtaking views of the sea from private terraces. The accommodations range from Deluxe Rooms, with their contemporary Sicilian style and private sea-facing balconies, to the expansive Acacia Suite, featuring a private pool and spacious outdoor terraces perfect for dining and relaxation. Each room is adorned with handcrafted Sicilian ceramics, colorful local textiles, and luxurious amenities designed for ultimate comfort.

Under the creative direction of Chef Fulvio Pierangelini and Executive Chef Emanuele Riccobono, Verdura Resort’s dining options celebrate the rich flavors of Mediterranean cuisine. The resort’s restaurants use fresh, locally sourced ingredients, including produce from the resort’s own organic farm. Highlights include the Zagara restaurant, offering elegant Mediterranean dishes with stunning sea views, and the relaxed Amare, where guests can enjoy freshly caught seafood on a beachfront terrace. The Granita Bar, with its vibrant decor and extensive cocktail menu, is the perfect spot for a refreshing drink with panoramic views.

Verdura Resort offers a wealth of activities for guests of all ages. The Verdùland Kids Club provides engaging and educational programs for children, while teenagers can enjoy a dedicated area with sports and entertainment. For golf enthusiasts, the resort features two 18-hole championship courses designed by Kyle Phillips, complemented by a state-of-the-art Performance Institute approved by the European Tour.

Fitness and wellness are integral to the Verdura experience, with facilities including a fully equipped gym, yoga sessions, and extensive jogging and cycling trails through the picturesque landscape. Water sports enthusiasts can take advantage of the resort’s private beach and diving center, offering a range of exciting activities.

For those seeking an even more exclusive experience, the Rocco Forte Private Villas provide a perfect blend of privacy and luxury. These 20 modern villas, inspired by traditional Sicilian architecture, are set on a hillside overlooking the bay and offer the finest amenities, including private pools, dedicated housekeeping, and concierge services.

The Irene Forte Spa, set amidst the serene orange and olive groves, offers a sanctuary for relaxation and rejuvenation. The 4,000-square-meter spa features 11 treatment rooms, including a double suite, and offers a range of innovative treatments using products from the Irene Forte Skincare line. Guests can enjoy hydrotherapy pools, a Finnish sauna, and a range of holistic therapies designed to nourish both body and mind.

Adding to the resort’s allure, the Missoni Mare Beach Club offers a chic and colorful retreat where guests can relax in style. With custom-designed sun loungers and cabanas featuring Missoni’s iconic patterns, the beach club perfectly encapsulates the vibrant spirit of Italian summer.

Established in 2014 out of a passion for local produce and a deep connection to the land, Verdura Società Agricola aims to highlight the bounty of Sicilian agriculture. The estate’s 230 hectares are home to over 3,000 olive trees, nearly 4,000 orange trees, and an array of other fruit-bearing plants. The resort’s organic farm produces a variety of vegetables and herbs, ensuring the freshest ingredients for its restaurants. Guests can participate in hands-on experiences at the Casina nell’Orto, where they can harvest and cook their own produce under the guidance of skilled chefs, enjoying the true essence of Sicilian cuisine.

The resort also prides itself on producing its own extra virgin olive oil from traditional local varieties. This high-quality oil, rich with the scents of orange blossom, artichoke, mint, and basil, is a staple in all the resort’s kitchens and is renowned for its exceptional flavor.

For golf enthusiasts, Verdura Resort offers an exceptional experience with its two 18-hole championship courses and a 9-hole par-3 course, all designed by the famous golf course architect Kyle Phillips. The Verdura Golf Club, host to the Rocco Forte Sicilian Open and part of the prestigious European Tour Destinations network, is known for its stunning coastal views and meticulously maintained greens. The recent addition of the East Course provides a new challenge for players, complementing the existing West Course.

Verdura Resort is more than just a luxury destination; it is a celebration of Sicilian culture, sustainability, and refined elegance. Whether exploring the rich history of the region, indulging in world-class dining, or simply relaxing by the sea, guests are sure to experience an unforgettable stay that embodies the very best of Italy.

A few steps away from the magnificent Duomo di Milano, IED Avant Défilé 2024 unveiled its winners in Milan’s Palazzo Giureconsulti. Curated by Olivia Spinelli, Head of Fashion School IED Milano, Avant Défilé 2024 handpicked ten designers across the campus for this two-day fashion showdown.

In Palazzo Giuresconti, ten booths with installations showcased the ten shortlisted contestant’s fashion designs. A small fashion show took place every 45 minutes, bringing their clothes to life. Open to public on June 26^th and June 27^th, IED Avant Défilé 2024 welcomed people from all walks of life to come and interact with the designers. Based on their job and identity, they were also invited to vote for their favorite design. Three awards were established accordingly, which are Fashion System Prize, Media Prize and Public Prize. By the end of the event, the three winning collection of the awards were announced, and they are Marco Servedio’s “3K” (Fashion System Prize), Emma Baroni’s “Je vois encore” (Media Prize) and Matteo Gagliano’s “Cicardian Rhythm” (Public Prize).

Hailing from Brentonico, a small mountain village in Trentino, Emma grew up watching her grandmother work as a tailor-made menswear seamstress. She considers this as her enlightenment to the fashion world.After graduating from high school, she moved to Milan to pursue her fashion studies in IED. There, she got her first encountered with the industry. Emma described her years in IED as “creative and independent”, as the school offered the students a free environment for their creativity to run amuck. Fortunately, with her well-organized, autonomous attitude and a clear goal, she was able to leverage on the tools and the opportunities that IED has provided.

For her award-winning collection, Emma linked her birthplace to her design. Titled “Je vois encore”, meaning I see it again in French, she told a hearty story about how her childhood memories and her adulthood experiences overlap. The nature, the plantation, the garden in front of her house and the villagers’ way of living, these simple but blissful happiness at home, and the déjà vu feeling she encountered elsewhere were her greatest source of inspiration.

As a child, Emma acquainted the world around her by filtering things through her senses. After her relocation to Milan, the hustle and bustle of the metropolis stimulated and encouraged her to observe the world differently. Weirdly, even though her hometown is hundreds of kilometers away, she occasionally had this déjà vu feeling that reminded her of home. By touching some fabrics that recalled the villagers’ traditional clothing; by coming across a small object inside the drawer that recollected memories of the day she used to treasure it; or by smelling a perfume that reconnected her from present to a specific day in the past, Emma’s sensual adventure gradually developed into a nostalgic collection. 

To complete this collection, Emma spent a lot of energy on textile research and played with different fabrics and materials. She manipulated the textile, like combining kneading and sand paper, to create interesting and distinctive effects. With the help of professional fabric makers like Shima Seiki, she was able to develop some special jacquard or tapestry textile. Also, with the idea of sustainable fashion, she incorporated recycled fabrics into her collection. The silhouette of her design is simple, and with the intriguing combination of color and textile, Emma turned her heartfelt story into a thoughtful collection about a déjà vu journey through all senses.

As Emma is graduating from IED this summer, she is keen on stepping into the fashion industry and starting her career as a knitwear designer. The victory of “Je vois encore” in IED Avant Défilé and is undoubtedly a recognition to her talent and fruitful outcome in IED.

There is an enduring and unbreakable bond between Alexander McQueen and London. Seán McGirr, the new creative director from October 2023, has chosen to build on this link for his first official campaign, staying true to the brand’s British roots. Although Irish and originally from Dublin, he is very familiar with London. Graduated from the prestigious Central Saint Martins in 2014, the same university where Lee Alexander McQueen studied before founding his fashion house in 1992, McGirr spent much of his professional years in this creativity-friendly metropolis.

Continuing the British soul of the brand, the Fall Winter 2024 campaign of Alexander McQueen aims to capture the eclectic spirit and vibrant energy of London. For the first campaign of his incumbency, McGirr has chosen to set in East London, an area that inspired Alexander McQueen’s pioneering designs. The campaign reflects the same gritty yet glamorous tones as the debut collection, giving it a timeless and contemporary feel.

Through an imaginative narrative that’s at once primal and poetic, the campaign vividly portrays the city’s youthful energy and diverse characters as they navigate its urban piers and streets. It’s a portrayal of contrasting tensions and energies, through which McGirr effectively captures the essence of London and translates it into a powerful fashion narrative.

The campaign is a tactile experience. The garments are bold and extravagant, and the opulence was all captured by Glen Luchford’s outstanding images. From the mini dress embroidered with shattered chandeliers and red and orange bicycle reflectors to the model’s cozy oversized mohair coat paired with horseshoe-shaped shoes. The sling bag comes in a warm blood red with a cold metallic T-buckle. But whether it’s the twisted silhouettes or the animalistic lavishness of quilted denim, or the sharply detailed dresses adorned with shattered black stones representing the hardened fragments of metropolitan life, each piece aims to evoke a visceral response and provoke a reaction.

McGirr describes the uniform of the new generation of Londoners as either constricting or protective, designed to satisfy a primal instinct. With a collection reflecting Alexander McQueen’s rebellious and glamour core identity but with a modern twist, the new era of Alexander McQueen is sure worth looking forward to.