The fall 2016 fashion campaigns are getting more and more interesting as weeks pass by, with the labels outdoing themselves both in terms of creations and brand ambassadors. Sarah Burton has just dropped a bomb by letting Japanese band Bo Ningen star in the Alexander McQueen fall 2016 ad campaign, the results of which are finally available at mcq.com and at the label’s main social media accounts. For the printed versions of the campaign, on the other hand, we have to wait up until September.
What does the Japanese Noise rock band have in common with one of the fashion industry’s most innovative labels ever? Besides their common aesthetics when it comes to clothing (namely ‘the quirkiest the better’), both the label and the Japanese band began enchanting their fans in London, the city where everything is possible and where diversity is encouraged and nurtured.
The band, which is moreover going to channel some custom-made MCQ looks during its long-awaited European tour, embodies Alexander McQueen’s cosmopolitan spirit and the fashion house’s passion for the grotesque and visionary arts, which often inspire Bo Ningen’s members for what concerns their onstage looks, as well as their music. Art, fashion and music are always deeply interconnected with one another, and both MCQ’s creative director Sarah Burton and Bon Ningen’s members (Taigen Kawabe, Yuki Tsujii, Kohhei Matsuda and Monchan Monna) know it.
“McQ eagerly collaborates with artists and musicians, whilst keeping the charm of the brand, unlike other conventional houses,” Bon Ningen’s guitarist Yuki Tsuji told WWD.
Shot by self-taught photographer Harley Weir, whose aesthetics are always dreamlike often leading the photographer to add hand-made drawings on the final pictures, the Alexander McQueen fall 2016 ad campaign is both natural and surrealistic, but also spontaneous and staged, with the four members donning the FW 2016-17 collection’s key pieces.
Weir’s dark lights and the musicians’ long hair inevitably help the pieces stand out even more, especially when it comes to the dark burgundy floor-length palazzo pants and the suburban, almost futuristic leather jackets and waistcoats.
Psychedelic yet in its more austere meaning, the members are also seen sporting the collection’s most contemporary staples, such as the lounge-wear inspired suits and oversized, structured frocks.
“The portraits aim to capture the abstract energy of the boundary-pushing musicians,” the label released as an official press note, and we can fairly state both Weir and the foursome greatly managed to emphasize this concept.
Photos courtesy of Alexander McQueen