book project

Metamorphosis a campaign by Alexander McQueen set in mythical and free-spirited San Francisco



















San Francisco provides a rich backdrop evocative of the beauty of nature, the importance of culture and contemporary society at its most evolved. Like the collection itself, the cam- paign is the embodiment of freedom of expression, drawing on themes of metamorphosis and the magical transformation of physical forms. The woman, dressed in softly armored hy- brids – one garment morphs into another – is at once respect- ful of and at one with her environment, appearing almost to emerge from it like a dazzling butterfly or moth.

Autumn/Winter 2018