Alexander McQueen is returning to London Fashion Week for the first time in over two decades, marking a homecoming for the luxury house. Creative director Seán McGirr will debut his Spring/Summer 2025 collection in the city on September 1, 2024. This move signals a shift for the Kering-owned brand, which has primarily showcased its collections in Paris since 2002.
Why is Alexander McQueen returning to London now?
The decision to host the show in London aligns with the brand’s heritage and the tenure of Irish designer Seán McGirr. According to a statement released by the brand, the choice to return to the capital serves to highlight the house’s roots. Lee Alexander McQueen, the brand’s founder, was born in London and frequently drew inspiration from the city’s subcultures and history. By moving the show from the official Paris Fashion Week schedule, the brand aims to re-establish its connection to the creative energy of the city where the label originated.
How does this shift impact the fashion calendar?
The shift represents a departure from the traditional industry practice of showcasing major luxury collections in Paris. While global heritage brands frequently host cruise or resort shows in various international cities, it is rare for a major house to move its primary seasonal showcase away from the four major fashion capitals. According to industry analysis from Fashionista, this move could influence other luxury houses to reconsider the importance of local heritage over the centralized nature of Paris Fashion Week. The London show is expected to draw international editors and buyers, potentially providing a boost to the London Fashion Week schedule.
Who is Seán McGirr?
Seán McGirr succeeded Sarah Burton as creative director of Alexander McQueen in late 2023. Before joining the house, he served as the head of ready-to-wear at JW Anderson. His appointment marked a transition for the brand, moving away from the aesthetic established by Burton, who led the label for 13 years following the death of Lee Alexander McQueen in 2010. McGirr’s debut collection for Fall/Winter 2024 received mixed critical reviews, making the upcoming London presentation a significant moment for him to define his long-term vision for the brand.
Key Details of the London Showcase
- Designer: Seán McGirr
- Collection: Spring/Summer 2025
- Date: September 1, 2024
- Location: London, United Kingdom
What happens next for the brand?
The industry will monitor the commercial reception of McGirr’s second collection closely. Following the departure of Sarah Burton—who was credited with maintaining the brand’s commercial stability and critical acclaim—the house is under pressure to prove its continued relevance under new leadership. The return to London serves as both a nostalgic nod to the brand’s history and a strategic attempt to capture the attention of a younger, London-centric audience. Whether this move becomes a permanent change for the brand’s show schedule remains to be confirmed by Kering.