The perceptible heat and fiery wildflower blooms of Alexander McQueen’s Pre-SS20 campaign was simmered down to a crisp ocean spray for the fashion house’s tonally cool Spring/Summer 2020 campaign. Set in a gently dilapidated house by the sea, bay windows let an influx of natural light onto the spectacularly romantic collection, which saw lace, organza, and tulle upcycled from previous seasons.
In the imagery, shot by British photographer Jamie Hawkesworth, models gaze wistfully onto the horizon, trussed in cascading tailoring, lace suiting, or explosions of linen (which came in in extravagant earlobe-grazing puffed sleeves or flirtatious tiers on a blazer). “Each look tells its own story,” explains creative director Sarah Burton. “The connection between the clothes is the time it took to make them. I was interested in clarity and paring things down, in the essence of garments – stripping back to the toile. I love the idea of people having the time to make things together, the time to meet and talk together, the time to reconnect with the world.”
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Courtesy of WonderlandMagazine