Photographed at The Coach & Horses — an iconic 1950s hub where counterculture and tradition became enmeshed, the McQueen Pre-Fall 2025 ad campaign celebrated the Soho community of writers, poets and transient figures.

The campaign features a lineage of thinkers and artists in sharp-collared shirting, cloaked in broad-shouldered coats. Silhouettes cinched; pulled taut with a light lustre. McQueen offers Naval tailoring and informal blousons, rearticulated in wool silk gabardine, and tattoos traced in metallic bullion and into abstract florals.  Meanwhile, saturated hues, reflecting the sulphuric glow of the city.

A streetwise synthesis of informality and precision. Juxtaposing heritage tailoring and lace-lined satin with nylon flight jackets. Antiqued leather with deep indigo denim.

The lens now turned on the Soho spirit of today: Soho George, a local personality defined by his signature tailored style, and resident jazz and blues singer, Florence Joelle. An enduring sense of community in the face of an ever-changing London.