Alexander McQueen on what he thought fashion shows would look like in 2020
Boo George and Sølvsten Thomsen'You won't even have to leave the office! We'll send it over to you. By satellite. To a glass pyramid that will hover on your desk. You'll see the catwalk happening right there in the pyramid.
This shouldn't come as a surprise. His idea may sound a bit far-fetched, but then so did its scaled-up version, where a holographicappeared in a giant pyramid on the catwalk for his Widows of Culloden collection in 2006, and he did that.
Since his first show in 1994, McQueen has wheeled out everything from mirrored cubes containing mad fat women and moths to models miming electrocution in his shows. In the last few seasons though, as technology has caught up and allowed him to truly indulge his vision, it has be come clear that beyond creating a bit of a spectacle, the way he handles his shows is in fact nothing short of a call for a complete overhaul of the way we display and consume clothes.
'It all comes down to the fact that I don't advertise, so shows are really just self-promotion,' he explains. ‘Not everyone in the world reads Vogue, but a lot more have the internet; even if I advertised in American Vogue, or W, it wouldn't reach as big an audience. So I have put all of that budget into shows. And they can start paying for themselves now, thanks to the streaming; they can actually start directly getting people shopping, even if it's just to buy McQ.
The subject of that 'old system' is one that garners McQueen's unbridled contempt. “People always ask if I think about a concept or the show or the front row or whatever first,' he blurts. “No! Fuck off! The client comes first! The collection is driven by what clients want in different parts of the world, so I want them to be able to see it straight away and to judge it for themselves.
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