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  • McQ s/s 2015 campaign

  • McQ s/s 2015 campaign

  • McQ s/s 2015 campaign

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McQ collaborates with artist Ophelia Finke for its s/s 2015 campaign

McQ, Alexander McQueen’s younger line, has commissioned German-born artist Ophelia Finke to create an installation that serves as a narrative background for its s/s 2015 advertising campaign. Finke was inspired by professions that have a heroic component to them, among them doctors, archaeologists and explorers, setting up an impressive laboratory where seemingly random objects are brought together in a surreal way. Titled “Carrara”, the installation pays homage to the Italian city that is famous for its marble quarries. The campaign was shot by photographer Laurence Ellis, with models Michael Sharp and Sunniva Wahl placed amidst the apparent chaos as if they were marble statues that try to figure out the installation’s secret meaning. Finke and her assistants also appear in the campaign, with the artist wearing a doctor’s coat and a white cowboy hat.

Finke, who recently graduated from Central Saint Martins, has shown her work in various exhibitions all over the world, including the Bloomberg New Contemporaries at the ICA in London and the St. Moritz Art Masters in Switzerland. Her first contact with McQ took place one year ago, when she was invited to participate in on one the brand’s Instagram takeovers. “Alexander McQueen was the reason I applied to study at Saint Martins and I am a long-term fan of the house, so I was delighted to work on this commission,” explained the artist. “I feel that collections from both McQ and McQueen create new ‘worlds’ that their wearers inhabit, exactly as I do.”