LONDON & SYDNEY–(BUSINESS WIRE)–MCQ is the primary of its type. A brand new label for a brand new decade, born 01 01 2020. A part of the home of Alexander McQueen, MCQ is designed by an ever-shifting inventive collective. The label doesn’t imagine in conventional hierarchies and provides all collaborators most inventive freedom.
Every assortment, often called an icon, is a collaboration between completely different creatives from world wide. Due to this fact, every icon has its personal distinctive universe and aesthetic. Slightly than standard seasons, icons are launched intermittently inside cycles. Cycle II will begin in February 2021 with the discharge of MCQ’s fourth icon.
MCQ is a totally tech-integrated label. Each merchandise has Blockchain know-how embedded within the tag which may be tapped with a smartphone to verify the authenticity of the merchandise and register it to a digital wardrobe. This know-how is developed in collaboration with Everledger and assures post-supplier traceability, giving MCQ gadgets an extended life cycle as a part of the round future.
This sustainable strategy additionally informs our design strategies, which we’re dedicated to repeatedly enhance. We use modern recycled or deadstock materials every time doable and our end-to-end packaging system is designed by MCQ to cut back waste. MCQ is offered on G0AT.C0M and in 100 chosen retailers worldwide together with Selfridges, Casestudy by Boon the Store and Antonioli.
MCQ features as a cultural accelerator and international neighborhood of creatives, with collaborators together with mannequin Deba Hekmat, movie director Yuen Hsieh and musical artist Shygirl. Their concepts and opinions are expanded and shared on mymcq, an intimate editorial platform the place our collaborators, collectors and the label work together. It’s the coronary heart of our neighborhood.