DARK ROMANCE: Alexander McQueen on Wednesday unveiled its fall 2026 campaign, which channels noir desire and stars the brand’s longtime muse Karen Elson, as well as models Paloma Elsesser, Jacqui Hooper and Xiao Wen.
Shot by Glen Luchford, the images serve as a moody and cinematic extension of the fall collection, which showed during Paris Fashion Week in March. The brand’s creative director Seán McGirr questioned appearances with a troubling display of Hitchcock-style glamour.
Xiao Wen stars in McQueen fall 2026 Campaign
McGirr is a film buff, just like the late Lee Alexander McQueen. The designer said his fall collection was influenced by Hitchcock and also by “Safe,” Todd Haynes’ cult movie starring Julianne Moore as a wealthy housewife suffering from an inexplicable illness that makes her terrified of her surroundings.
The models took up the challenge not only to showcase the new clothes, a blend of Savile Row-inspired polished tailoring, Carnaby Street cool and boudoir accents, but also to play the heroines who struggle between “Perfection and paranoia” through staged scenes that reflect a similar kind of unease similar to Moore’s five-star performance in “Safe.”
Karen Elson stars in McQueen fall 2026 Campaign
Courtesy
The fall 2026 campaign arrives as a mood piece for a house in transition, and dovetails with the arrival of a new CEO. McQueen has also decided to bid “adieu” to Paris and return to London Fashion Week for the spring 2027 season.
As reported, Kering last month named Gianfranco D’Attis the new chief executive officer of Alexander McQueen. Succeeding Gianfilippo Testa, D’Attis is tasked with “strengthening brand clarity, elevating execution and improving financial performance.”
McGirr’s first McQueen show in London is scheduled for Sept. 20 during London Fashion Week, where he will present sharp tailoring, signature occasion dressing, and both womenswear and menswear.
Paloma Elsesser stars in McQueen fall 2026 Campaign
McQueen is also doubling down on its home city at retail level. The brand is exiting its flagship at 27 Old Bond Street, occupied since 2019, and will move into a smaller unit on the same street this fall as part of a broader restructuring.
