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Brief Published: 29 Mar 2012

Alexander McQueen Returns to its Roots & Moves Online


Luxury British fashion label Alexander McQueen is expanding its retail offer with both a new e-commerce site and a new store on London’s infamous Savile Row, where the brand founder of the same name started his career.

As well as allowing consumers to shop, the site also features catwalk footage. An interactive ‘My McQueen’ function lets users compile an archive of their own McQueen favourites, from coveted items to runway stills.

Alexander McQueen, which has been under the creative directorship of Sarah Burton since May 2010, is just one of a slew of luxury fashion brands launching new or revamped e-commerce sites in recent months. The eponymous label of cult German fashion designer and Chanel’s creative director Karl Lagerfeld launched its website in March 2012, as did Swiss jewellery brand Faberge.

Offering a bespoke tailoring service, the new Savile Row store promises to re-anchor the brand firmly in its heritage – reminding consumers where the name, which is now synonymous with extreme craftsmanship and a fascination with tradition (albeit often applied somewhat subversively) – came from. It will be the brand’s second opening this year – the first being a flagship for its younger diffusion line, McQ, also in London.

Alexander McQueen