McQ Alexander McQueen X Midsommar

Jade Wild FASH 419 A.Fionda

Linen Gown A/W 20

Painted Florals S/S 20

In McQueen’s A/W 2020 collection, one common trend in the collection is the use of Linen. In the past, we saw linen pants ad blouses with a purpose of being more for lounge or daytime casual. In this collection, Linen was used in the form of forma/outerwesr. This trend has been increasing in popularity with stores bringout their own version of a linen dress. It gives a look of a poet, peasant, or a prairie feel which will make sense with the concept.

In McQueen’s S/S 2020 collection, one common trend in the collection is the use of painted flowers. In the past, the brand has done more floral embelishments giving off a 3D effect. This 2D trend is elegant and is easy to wear.

This trend is less risky than other ideas McQueen has came out in the past. The florals with the the contrast of dark accessories brings in a nice touch and sticks on brand for McQueen.

Balloon Dress A/W 19

In McQueen’s A/W 2019 collection, A common trend in this line of looks was the Ballon Dress or Bubble Gown.

This trend is an “oversize” silhouette, similar to ball gowns. Typicslly, balloon dresses are shorter and well rounded at the hem. It mostly involves gathering of the fabric to give it volume. This trend brings in formality and playfulness and can look great for a younger audience.

McQ by Alexander McQueen Started in 2006, McQ by Alexander McQueen is targetd towars a younger audience with a high income level. Unlike the original Alexander McQueen brand, McQ is daytime casual that can be sold at luxury department stores such as Neiman Marcus. The brand did offer formal wear in the past, but isn’t well known in this particular brand.

With Midsommar being more popular with the younger audience, it would be an interesting concept to base a formal wear line from the movie. To achieve this we taken Alexander McQueen’s past trends and incorporated into this brand’s collection.

Midsommar The story of this movie follows Dani, her boyfriend, his friends, and their friend Pele (from sweden). Dani’s Boyfriend and his friends were invited to join Pele’s religious cult for a short vacation in Sweden for a college research thesis. After Dani loses her entire family due to a murder-suicide incident, Dani joins along with her boyfriend and his friends, who are not fond of Dani due to psychological problems she is having. Along with two other friends Pele met in the UK, the group was invited to see this cult and live like them for a week. They were excited at first, but that excitement soon faded away after witnessing the death ceremony that takes place when a cult member turns 75. Soon after, it becomes a daytime thriller with the members wanting to leave, but suddenly the friends are disappearing one by one.

Linen Gown Throughout the movie, the only costuming the cukt group wears are the traditional linen dresses.

This trend would be easy to accept in the mass market due to the simple color palette and small embelishments. The occasion of linen dresses is versatile, being it could be a daytime look, a formal dress, or a lounging dress. For this concept, this will be more daytime/formal due to the movie being set during the day. This trend originally started in the bohemian category, another name for linen dress would be “poet” or “peasant” garments. For this, since this is more thriller themed, this will be decribed more as “cult-like”.

Painted Florals The painted florals is more sophisticated and easier to wear. It is less riskier to wear and can be easily worn in any season. This trend fits the conept of the movie because there are floral embellishments on the dresses worn by the cast in the film. The older cult members wear more florals on their gowns. This trend seems to be a timeless trend, meaning it has always been done and accepted. This print would flatter anyone. This trend is deemed “safe� and is perfect for both daytime and nighttime attire.

Balloon Dress To replicate Dani’s flower gown, the balloon dress will achieve that voluptuous look and playfulness the flower gown has. Since the bubble gown is shorter and more volume, it will give an illusion of taller legs. It can be easily embellished and is great for formal wear. This trend may not be everyone’s cup of tea, due to the appeal of more traditional gowns. Many ballon dress inspiration comes from 16th century royal gowns and tradtional wear. This would makes send with the concept of the movie because it is shaped like Dani’s flower gown and the trend was inspired by tradtional routes. Currently, the flower gown in the movie is being auctioned for $30,000 USD.

Trimmings Embroidery

Flowers Paint Steaks Roses Lace

Rope

Silk Chiffon

Silk

Tulle

Fabrics

May Queen

June 20

Pagan

Linen

90 Years

Summer

Temple

72

Maypole

Sources Midsommar. (n.d.). Retrieved from https://www.imdb.com/title/tt8772262/mediaindex?page=2&ref_=ttmi_mi_sm FASHION SHOWS Archives. (n.d.). Retrieved from https://www.alexandermcqueen.com/ experience/us/category/fashion-shows-us/ User Login: WGSN: Creating Tomorrow. (n.d.). Retrieved from https://www.wgsn.com/ library/results/1a5844f407ec5eb307d9efad07ae81e5