McQ’s AW15 campaign and new brand identity is a double reveal

Alexander McQueen’s insouciant little brother McQ has unveiled its AW15 campaign and a new brand identity in one fell swoop. Young London photographer Harley Weir lends her brazen brand of sullied joie de vivre to the campaign, styled by Jodie Barnes and starring models Tobias Lundh and Alexandra Elizabeth Ljadov. The new identity bares a bold new logo across flashes of pale skin, crossing out the fashion house’s name in a thick white line leaving only “McQ.” This irreverent new branding simultaneously allows the offshoot brand to strike out on its own whilst still maintaining a strong hold on its grander, subversive roots.