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British luxury house Alexander McQueen marks the centenary of the art deco movement with a festive collection staged at London’s Eltham Palace, merging British heritage with modern rebellious spirit in a striking campaign.<\/p>\n<\/div>\n
British luxury fashion house Alexander McQueen is celebrating the centenary of the art deco movement with its 2025 holiday collection, staging the campaign at the iconic Eltham Palace in southeast London. This unique setting, combining a medieval great hall and an art deco mansion built in 1936, perfectly encapsulates the brand\u2019s ethos of merging British heritage with modern hedonism. Eltham Palace, now under the care of English Heritage, offers a backdrop that reflects the creative tension at the heart of McQueen\u2019s latest collection \u2014 a dialogue between restraint and release, formality and rebellion.<\/p>\n
The campaign, launched this week, is the work of creative director Se\u00e1n McGirr, with art direction by SJ Todd and photography by Sammy Khoury. McGirr emphasised that the choice of Eltham Palace was deliberate, calling it a “hybrid” space that mirrors McQueen\u2019s ongoing exploration of British heritage subverted by contemporary excess. The imagery and film feature youthful models adorned in pre-spring 2026 collection pieces that evoke a glamorous, festive atmosphere with high-shine materials and vibrant detailing.<\/p>\n
Key highlights include deep burgundy velvet and satin dresses adorned with jewelled collars, dazzling red cobweb lace, and accessories such as crystal-studded Knuckle clutches and metallic Skull Flower bags. The collection also incorporates sharp tuxedo tailoring, asymmetric “MacQueen” tartan, and knitwear embellished with crystals, embodying a sophisticated but playful approach to luxury fashion. Though these looks are from the pre-spring 2026 line, the campaign\u2019s romantic mood also nods to the fall 2025 collection, which draws inspiration from neo-dandyism \u2014 a theme rooted in historical references to figures like Oscar Wilde and early 20th-century icons.<\/p>\n
The idea of neo-dandyism, which informed the fall 2025 show, reflects a radical self-expression and strength of character that resonates with McQueen\u2019s own brand identity. McGirr took a gender-agnostic approach to the casting and styling for that runway, further challenging conventions and embracing fluidity \u2014 an ethos that continues to permeate the house\u2019s creative output.<\/p>\n
The McQueen 2025 holiday campaign sits alongside other recent collections that celebrate heritage through contemporary lenses. For example, the Autumn-Winter 2025 Pre-Collection pays homage to London\u2019s vibrant Soho district, capturing the spirit of local personalities with strong ties to the area\u2019s rich cultural tapestry. This collection similarly merges tradition with modern edge, photographed in characteristic Soho settings by Theo Sion, and exemplifies McQueen’s ongoing exploration of layered histories translated into fashion.<\/p>\n
Earlier in the year, McQueen\u2019s Spring\/Summer 2025 campaign delved into Irish folklore through the mythical banshee, embodying themes of bold self-expression and human connection. Shot at Wales\u2019 Llansteffan Castle, it featured striking contrasts of ethereal fabrics and sculptural tailoring, emphasising the brand\u2019s narrative depth and seamlessly weaving cultural heritage into innovative design.<\/p>\n
Alexander McQueen\u2019s Chinese Valentine\u2019s Day 2025 campaign also illustrated the house\u2019s penchant for romanticism and fearless expression. Set against the evocative backdrop of Shanghai, it highlighted the intricate artistry underpinning McQueen\u2019s signature accessories, like the Skull Flower bag, underscoring the brand\u2019s enduring commitment to combining emotional storytelling with meticulous craftsmanship.<\/p>\n
Overall, McQueen\u2019s 2025 campaigns collectively represent a rich tapestry of cultural references and design evolutions, united by a consistent thread of subverting tradition while honouring heritage. The use of Eltham Palace for the holiday collection eloquently encapsulates this duality, offering a striking visual metaphor for the house\u2019s journey through time and style, inviting its audience to celebrate both the past and the future with sophistication and a touch of rebellious spirit.<\/p>\n