Alexander McQueen on the Art of Branding – Craftpur index
For Paris Fashion Week 2025, Alexander Mcqueen portrayed a thought provoking and awe inspiring collection. The brand showcased a unique blend of cultural heritage and contemporary style through a classic Irish folklore mixed with a touch of modernity. 
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Irish-born Seán McGirr, director of McQueen Alexander, revolves the collection around the fictional character Banshee, a female phantom from Gaelic legend. With a fascination for creativity, the head of the collection highlighted the Gothic roots of Alexander McQueen with current fashion adornments - an artistic approach to elevate the brand’s charm without sacrificing its core essence. 
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By including this folklore in the collection, McGirr used the art of storytelling to not only attract the audience but also engage them for a better retention rate. Throughout the entire collection, Seán McGirr's muse, the banshee, served as more than just a mythological character; it was a doorway to additional narrative. It bywas also a smart decision since studies reveal that a compelling tale may increase conversion rates by 30% and that 15% of consumers are immediately willing to make a purchase when a brand's story resonates with them. 
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According to research conducted at the university states following; preserving the heritage through reflecting it in articles is an ideal way to enhance value while strengthening the functional, social and economic perspective. It was revealed that more than 58% of the younger generation is getting interested in it than the old ones. Hence, today people are more emotionally connected to their culture than previous generations. It's interesting to note, though, that studies also reveal that 85% of customers still feel left down by emotional marketing campaigns from brands. 
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In this ready-to-wear collection, the anime character, Hunakokun, was also used as an inspiration. A sleek black 2-piece suit (pants and coat) was designed with a  contrasting red shade on the collar sides, lapel edging panel and hemline paired with loafer shoes. 
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“Love the soft sharpness of the pieces, perfectly on theme, different textures, same concept, that's very nice! Bravo Sean!"

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The location, ambience, and general feel of the catwalk event enhanced the experience for guests, the media, and the fashion industry - it turned into a conceptual artwork that complemented the brand's identity. It also did a terrific job, as data indicates that 74% of audiences are more inclined to purchase following a memorable brand experience.

Executives, advertisers, and the modern fashion industry have a lot to pick from this summer/spring fashion runaway, directing what the brand has done to advance fashion this season. It emphasises making people want to be a part of an experience, a tale, a world—don't just sell/offer a product.

Fascinatingly, Alexander, McQueen, and Philip Treacy's careers are said to have been found and cultivated by renowned fashion journalist and magazine editor Isabella Blow, an early follower of the late British designer and had a strong desire to be involved since the beginning with Alexander McQueen. 

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