Alexander Mcqueen
(concept design)
(concept design)
/ Poster , Packing , Label design
To commemorate the 10th anniversary of Alexander McQueen’s passing, this project explores a conceptual redesign of the brand’s visual identity. The goal was to create a cohesive, emotionally resonant design system that reinforces the brand’s distinctive aesthetic and cultural legacy, while aligning with contemporary audience expectations.
The central design concept—“Flying to the light”—draws inspiration from McQueen’s deep connection to birds, a recurring motif symbolizing freedom, struggle, and transformation. Through research into his biography and key collections (notably The Birds S/S 1995 and Spring 2008), the project translates these themes into a visual language that speaks to the brand’s romantic yet dark narrative.This concept aims to reframe McQueen’s legacy through a modern lens—preserving the brand’s artistic core while enhancing its emotional impact and cultural relevance for today’s generation.
The central design concept—“Flying to the light”—draws inspiration from McQueen’s deep connection to birds, a recurring motif symbolizing freedom, struggle, and transformation. Through research into his biography and key collections (notably The Birds S/S 1995 and Spring 2008), the project translates these themes into a visual language that speaks to the brand’s romantic yet dark narrative.This concept aims to reframe McQueen’s legacy through a modern lens—preserving the brand’s artistic core while enhancing its emotional impact and cultural relevance for today’s generation.