The McQueen Fall 2025 ad campaign is a visceral evocation of liberation and expression, echoing the spirit of 19th century provocateurs. The artists, writers and aesthetes whose spirit underscores the collection: Oscar Wilde, Vesta Tilley, Romaine Brooks.

Photographed and directed by Glen Luchford, the campaign captures ecstatic abandon, shifting from restraint to rapturous release. Physicality and freedom, bathed in a spectral light.

“The collection was rooted in the uncompromising self-expression of independent thinkers, exploring the tension between tradition and transgression. Their spirit of progressivism feels pertinent now, inherent in modern questions of character, identity, idealism and gender,” said Seán McGirr, Creative Director.

Silk georgette ripples through shadow, brought into light, with intricate raw-edged lace, sharpened tailoring and black lacquered leather. Individually, bodies arch, twist, writhe. Together, they are bound by a wordless force, compelled by instinct and feeling. Each movement, sweeping, soundtracked by a rich textural sonic tapestry.