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McQueen's McQ partners Ophelia Finke for S/S15 campaign
Jan '15
British fashion brand Alexander McQueen’s lower-priced diffusion line McQ has joined forces with German-born artist Ophelia Finke to create an installation which will serve as a narrative background for the latter’s Spring/Summer 2015 campaign.

The artwork titled Carrara conjures up the site of a quarry featuring seemingly unconnected objects unified with a sandy, neutral colour palette. The installation features the artist’s assistants in roles of workers and machines all woven into a single piece that resembles an unfinished archaeological site.

Expressing her delight over working with the label, the artist said, “Alexander McQueen was the reason I applied to study at Saint Martins, and I am a long-term fan of the house, so I was delighted to work on this commission.”

“The McQ team approach their work in a similar way to me, focusing on interesting printing methods and fabrics, bringing materials and concepts together in unexpected ways. I feel that collections from both McQ and McQueen create new ‘worlds’ that their wearers inhabit, exactly as I do,” she adds.

The label had first signed on the artist as part of its Instagram Takeovers in early 2014, soon after her graduation from Central Saint Martins, London.

Known for her three-dimensional installations, Ophelia’s work revolves around research and discovery, often referencing people working in specific “heroic” professions such as archaeologists, doctors, surgeons, explorers and racing drivers. Her installations point to the worlds inhabited by these characters, whilst simultaneously turning them on their head and creating something totally new and unexpected.

McQ was founded by the London-based label’s late eponymous founder Lee Alexander McQueen in 2005. The brand owns around 18 stand alone stores globally including London, Hong Kong, Shanghai, Beijing, Tainjin, Shenzen, Seoul, Kuala Lumpur, Jakarta and Dubai.

Started in 1992, the British luxury fashion house Alexander McQueen specialises in men’s and women’s ready-to-wear and couture creations.

Currently based in London, Ophelia’s works include Bloomberg New Contemporaries, ICA (London, UK, 2013) and Spike Island (Bristol, UK, 2013), Free Time (duo-show with Charlie Billingham) (Zuoz, Switzerland, 2014) as part of the St. Moritz Art Masters, Space Time, Hus Gallery, (London, UK, 2014), Paris-Dakar, Central Saint Martins degree show (London, UK, 2014) and Vernissage, The Royal Standard (Liverpool, UK, 2014). (PB)

Fibre2fashion News Desk - India

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