Photographed and directed by Glen Luchford, the McQueen Spring 2025 ad campaign explores the bold and unrelenting spirit of the banshee — a folkloric figure rooted in the history of McQueen and the Irish heritage of Creative Director Seán McGirr.

“The banshee was a figure that was very present in my childhood imagination growing up in Ireland and she has recently taken on new meaning for me. She embodies a sense of strident self-expression that resonates now; something freeing that drives connection with others,” said Creative Director Seán McGirr.

The collection features sharp and twisted tailoring layered with ethereal fabrics; cobweb lace, pleated chiffon, silk creponne and shredded silk organza, all hand-finished with intricate details. A palette of ivory, silvered grey and black, accented by bursts of yellow and orange, reflects the balance of strength and fragility. Accessories are sculptural and jewelry inspired by objects from the banshee’s lore.