McQ have always been about breaking conventions and rebellion is in their core. This time the second line from Alexander McQueen fronting their new AW16 campaign with Japanese psychedelic rockers, Bo Ningen. The band’s noisey, ear-melting sound and distinctive aesthetic has won them plenty of fans over the last six years or so, but they’ve remained a noncommercial entity, unswayed by the musical whims of the mainstream. And that abstract energy and unique spirit is well captured by maverick fashion photographer Harley Weir here in this series of portraits, which is her second campaign for McQ.
The portraits “aim to capture the abstract energy of the boundary-pushing musicians,” the company said. Joined by model Greta Varlese, the campaign features looks from the men’s and women’s collections. The four Bo Ningen boys appear in both menswear and womenswear looks from McQ’s AW16 collection, channeling a subversive streak inspired by the rebellious youths of the 70s Shinjuku club scene. The synergy between McQ and the band is obvious, with Bo Ningen’s guitarist, Yuki Tsujii, commenting, “it was such an extraordinary experience to be a part of McQ’s campaign. They eagerly collaborate with artists and musicians, whilst keeping the charm of the brand, unlike other conventional houses.”
The campaign will launch on mcq.com, as well as @McQ social channels, and will break in the September issues of print titles, including Dazed & Confused, i-D, Wonderland, Elle, Re-Edition and Document Journal.