Savage Beauty: Iconic Alexander McQueen honoured in exhibition
by The One Centre
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30
March, 2015
30th March 2015
A stunning exhibition at London’s Victoria & Albert Museum is proving to be a powerful brand experience for fashion label Alexander McQueen.
The exhibition of work by fashion's late enfant-terrible Lee Alexander McQueen, explores the man behind the brand by following the career of the British fashion designer, who died in 2010.
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Play video
Savage Beauty: Alexander McQueen, has taken over three of the V&A’s galleries, after the curation was granted full access to the designer’s archives by Sarah Burton, who took over as creative director of McQueen’s studio after his death.
The exhibition aims to showcase the legacy of McQueen’s creations and showcase the imagination and creativity of the designer and the brand. It features iconic works from McQueen’s collection as well as examples of his tailoring and early collections and footage from the brand’s theatrical catwalk shows.
Among the standout displays are:
– A holographic apparition of Kate Moss, that is a recreation of The Pepper’s Ghost illusion that ended The Widows of Culloden Autumn Winter 2006 show;
– A “cabinet of curiosities” a large room with all four walls covered with more than 100 garments and accessories – including collaborations with milliner Philip Treacy and jeweller Shaun Leane;
– A dress that was spray-painted live by two robotic arms in McQueen’s Spring/Summer 1999 fashion show.
Claire Wilcox, the senior curator of the London exhibition, described McQueen’s work as an “extraordinary wealth of riches”. “He managed to marry really thoughtful, challenging, provocative and theatrical catwalk presentations alongside an extraordinary facility with tailoring and cutting,” said Wilcox.
The V&A exhibition is an expanded version of a 2011 exhibition at New York’s Metropolitan Museum of Art’s Costume Institute.Interestingly the exhibition is also being sponsored by Swarovski, who have used the exhibition to bolster their own brand’s creative and fashion credentials, and American Express.
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Review
It is a stunning collection and a fascinating exhibition. The V&A has curated a number of exhibitions for cultural icons such as David Bowie and Kylie Minogue, however this latest Alexander McQueen is even more interesting, given there is little to separate the man and his eponymous commercial brand.
While the exhibition is a tribute to the visionary behind the brand it is also a journey through the brand’s history and aesthetic. It is a celebration of the McQueen’s role in bringing back impeccable tailoring, as well as his theatrical and artistic visions. All of which translated into a hugely successful fashion label with strong sales and a huge supportive fan base.
This exhibition is a celebration of the art and creativity of the McQueen label and it will do more for the brand than any ad campaign ever could. Promoting the fashion label is very far from the point of the exhibition, however in celebrating the genius and creative vision of Lee Alexander McQueen, the exhibition is ultimatley a ringing endorsement for the brand as a innovative, leading, culurally significant brand for artistic and creative types.
Fashion brands excel at creating experiences that allow people to experience their brands and to be immersed in the spirit and energy that they want their brand to instill. This exhibition is simply an extension of that, wrapped up and placed in a gallery.
The lines between art and fashion have always blurred and the distinction between these two worlds is often impossible to see. Art is fashion and fashion is art. Fashion labels borrow heavily from the art world and vice versa and fashion has always leant naturally towards the artistic exhibition and performance space.
More than ever the two worlds are coming together as the fashion world continues to embrace all forms of art through branded arts such as exhibitions, experiences, films, installations, pop-ups – Louis Vuitton has even opened their own museum/gallery space, Louis Vuitton Fondation in Paris.
Fashion brands have long understood that selling a product involves selling a vision, an experience and a look and feel, this is something that more product-based brands are only just beginning to fully understand.
While this exhibition serves as an cultural and artistic collection, aimed at examining how the creative vision of McQueen evolved and inspired others, it unwittingly provides new audiences with an immersion into the heart of the brand and the vision behind it.
It comes at an interesting time for the Alexander McQueen brand, which has managed to continue successfully under designer Sarah Burton. It was Burton for the Alexander McQueen label that designed the Duchess of Cambridge’s wedding dress exposing the brand to a new global audience.
This exhibition is the pinnacle of branded arts, it is a sensational achievement for the brand to be recognised as a significant cultural and artistic creator, worthy of an exhibition on such a large scale. The only way it could be more successful was if it were created by the brand itself.
Verdict
This is a magnificent brand experience and a staggering piece of branded art. 5 stars.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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