the brand
Fleur Borst
04
McQ is the diffusion line of Alexander
This book will showcase the brand
McQueen and caters to the target
identity and target group of McQ with
group: the Ironic Tortured E-Teens.
its future creative direction.
This diffusion line plays an important role in re-establishing Alexander McQueen as the avant-garde and experimental brand among the younger generation which translates through McQ.
06
content
content...
07. 11. 13. 14.
the story profile of McQ brand mindset values core / expressive / functional
17. 19.
brand voice
21.
the target group
aesthetics
who are they? what do they feel? what do they value? how do they speak? style & aesthetics
29.
brand opportunity issue & aim
08
the story...
‘‘I don’t think it makes sense to play safe in these times.
The world needs fantasy, not reality. We have enough reality today. ‘‘
- Lee Alexander Mcqueen.
10
the story... Lee Alexander McQueen was a controversial British fashion designer and led the fashion house Alexander McQueen. He always had dark inspirations, which he used for his designs and created something beautiful out of this, but crossed borders in many eyes. The realization of problems involving death for example.
In 2006, Alexander McQueen launched the lower-priced, ready-to-wear
His work was very radical and in your face with a sense of humor.
and accessory diffusion line ‘McQ’, which focuses on the younger
His collections always had a socio-cultural theme and took advantage
generation within contemporary streetculture, but want to embody
of dark feelings to create awareness.
Alexander McQueen’s vision. While researching and analyzing McQ, after 2017 nothing more has
As the fashion house Alexander McQueen grew bigger, the pressure for
been found about the brand but reselling on webshops as Zalando and
him increased greatly. He suffered from anxiety, depression, was
the conclusion would be that the brand died.
addicted to drugs and died on February 11, 2010 at the age of forty. He expressed this mental darkness in his designs, just like generation
Time to rise again.
Z queen Billie Eilish does in her music at the age of eighteen.
In a renewed brand identity and communication strategy for McQ by Alexander McQueen, this plays an important role in raising awareness
Billie Eilish is very gender fluid and has songs and music videos that
through the dark story of Lee Alexander McQueen from then and Billie
show social issues in a dark, sinister, but ironic way with strange
Eilish’s vision of today.
fantasies. Behind her looks and the reason that she dresses in a concealing way
Anxiety, panic attacks, depression etc. It’s all out there.
are the reasons for her mental health problems from her past and
This came together in a collaboration between fashion and music,
present such as anxiety, panic attacks, depression, body dismorphia,
between McQ and Billie Eilish in order to connect with the Ironic
Tourette and Synesthesia.
Tortured E-Teens, generation Z of 16-18 years old who are dealing with these factors and need light, dark irony within these two sources of inspiration, so that they feel understood, stimulating their dark feelings and thoughts.
This rebranding plays an important role in bringing awareness through lighthearted and ironic acceptance of these feelings and thoughts.
12
the profile...
[ 2006-2017 - McQ was born ]
[ not a gender, just archetypes ]
[ 2017-2020 - McQ died ]
[ rise of emotional value ]
[ a transparant fantasy ]
[ 2020 - McQ rised ]
X
core values... 14
brand mindset...
welcome the darkness, let’s create something beautiful out of it.
mission creating awareness through ironic acceptance and stimulation of these type of feelings and thoughts.
darkness
fantasy
vision
irony
expressive values...
Functional
values...
emotional
valuable
bold
provocation
dramatic
regenerative
16
18
brand voice... how we speak?
open-minded When your feelings speak, nothing is crazy. We feel and speak with an open-mind.
expressively If our dark feelings kick in, we express this. Because darkness is beauty.
self-conscious We’re not ashamed. We’re self-conscious. We’re confident about our flaws.
20
aesthetics... the beauty of McQ
[ dark ]
[ broken beauty ]
[ fantasy ]
the target group... who are they? The ’Ironic Tortured E-Teens’ are teenagers around the age of 16-18 years old. Their life is basically online, but besides that they like music, nature, animals and experimenting with extravert make-up and clothing styles. Or, at least for their online profiles to create the most dark, ironic and provocative looks to provoke reactions or set statements. They use the social media apps TikTok and Instagram the most. TikTok for humor, light entertainment and support, Instagram to show off their style and aesthetics. Their style exists of a mix from soft grunge, romantic and streetwear, but besides that they’re fan of role-plays too. Changing up as a vampire, elf or someone who is hurt. It’s a generation which feels a lot of anxiety and insecurities partly because of their age and partly because of the society they live in. They want to rebel against this, but behind that rebellious and extreme vibe, insecurities, stress and anxiety hides. It’s about the introvert that becomes extrovert and shines light on darkness.
22
24
the target group... what do they feel? They seem to be careless, which they are, but behind this wall there are layers of insecurities, stress and anxiety.
It’s a rollercoaster of emotions and feelings which
what do they value?
they are trying to deal with. They value dark humour, nature, freedom, animals, social media, photo and video, sustainability, music, imaginative rebellion and experiment.
26
the target group... how do they speak?
[ rebellious ] [ dramatic ]
[ provocative ]
28
the target group... style & aesthetics
[ street ] [ soft ]
[ romantic cute ]
[ grungy ]
30
brand opportunity...
opportunity with the resurrection of McQ, the brand wants to reach and educate the younger generation throughout the controversial vision of Lee Alexander McQueen and create awareness for the reasons why he committed suicide. Awareness within the identity and vision of McQ for mental issues such as anxiety, burn-outs, depressions, panick attacks etc. which occur to the targetgroup and society.
aim creating brand awareness about McQ with the ‘Ironic Tortured E-Teens’ through stimulation of inner dark feelings and thoughts.
32
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www.mcq.com