London Fashion Week A/W'16 marked the first time since 2000 that Alexander McQueen showed on home soil. It was a momentous occasion and one that set an exciting tone for things to come. And so the seed was planted, for today marks the launch of Sarah Burton’s debut fragrance for the brand, and its accompanying (utterly beautiful) campaign.
So how exactly, does one capture and conjure the hyper-feminine and seductive romanticism that the Creative Director is so famed for? It's a multi-faceted vision that filters down to every last detail, from the bottle and its juice to the campaign and its model.
The aforementioned vision was very clear, and Burton turned to esteemed photographer Paolo Roversi to achieve it. To marry the two worlds that exist in the world of Alexander McQueen right now – prêt-à-porter and perfume – model Maartje Verhoef was cast. Having numerous McQueen shows under her belt and perhaps most importantly, the latest London spectacle, Verhoef is well placed to front the campaign. Shot in the wooded grounds the 17th century Chateau de Courances, the bushy browed Dutch native wears a custom-made Alexander McQueen dress adorned with exquisite inky floral appliques. It is sartorial surrealism at its finest.
Providing an olfactory lens into the fantastical world of the late Alexander McQueen, and now his successor Sarah Burton, McQueen Parfum, harmoniously balances vetiver with playful jasmine and ylang ylang notes to build a sumptuous melange. Sitting inside a glossy black bottle decorated with intricate gold feathers, it’s also got major #shelfie appeal too.
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