McQueen reinvents the Banshee in his campaign
For his Spring-Summer 2025 collection, McQueen explores the myth of the Banshee through a striking campaign on Welsh soil. A fusion of Celtic heritage and a modern vision of elegance and audacity.
A myth reinterpreted by Seán McGirr
At the helm of McQueen for the past two years, Seán McGirr has drawn on his Irish roots to reinvent the mystical figure of the Banshee. In Celtic folklore, this creature symbolizes the transition between life and death, often perceived as a spirit heralding destiny. But for the artistic director, she is above all a force for freedom and expression. “The Banshee has always been part of my childhood imagination. She embodies a sense of intense, liberating self-expression,” he explains.
In this campaign, the Banshee becomes a symbol of creative power, carrying with her the McQueen legacy, where myths are deconstructed to better transcend tradition.
Dramatic staging in Wales
Photographer Glen Luchford captures this vision in a breathtaking setting: Llansteffan Castle, perched on the Welsh coast. This raw, history-laden environment contrasts with the majesty of the creations. At dusk, silhouettes dressed in the collection’s signature pieces move between land, sea and stone, creating a dialogue between nature and fashion.
Creations between brutality and delicacy
The collection plays on contrasts between opulence and minimalism:
- Hooded coats adorned with jewels, evoking the mysterious silhouettes of Celtic tales.
- Feather-lined gold jackets, embodying audacity and sophistication.
- Delicate fabrics like spider lace and frayed silk organza add an airy touch to a world marked by the harshness of the elements.
A tribute to McQueen’s legacy
Seán McGirr echoes the universe of Lee Alexander McQueen, notably his Autumn-Winter 1994 collection, which already explored the theme of the Banshee. Through this campaign, McQueen continues his tradition of deconstruction and reinvention, offering a vision where the mystical and the contemporary merge with strength and poetry.
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