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Published
Oct 12, 2010
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McQueen ends McQ license with Italian Sinv SpA

Published
Oct 12, 2010

The license agreement signed with the Italian Sinv SpA in 2005 for a period of five years will not be renewed. The brand has decided to integrate the production and distribution.

Alexander McQueen, McQ
McQ - Alexander McQueen Autumn/Winter 2010/11 Collection

So, from the design to the marketing through the production, the secondary line will be entirely managed by the label itself. A dedicated team is expected to take control, even though the creative side is overseen by an integrated studio. Unlike the first McQ line, Alexander McQueen is currently only available in upscale multi-brand department stores.

Launched in 2005, four years after PPR bought 51% of the brand, the first autumn-winter 2006/2007 collection received support from both the press and customers. Alexander McQueen had then hoped to launch a "younger", little "less sophisticated" but at the same time, "sharper" collection. The result was less exaggerated collections, ready-to-wear for men and women based around denim. Although it still followed the fashion house’s creative and artistic route.

Since the death of founder Alexander McQueen, artistic direction was taken up by Sarah Burton, a long-time collaborator of the designer. On the occasion of her appointment as artistic director last May, the brand and Gucci Group said in a statement that "Sarah will oversee creative direction and development of all collections of the brand." The label is now present in over 50 countries worldwide with 11 stores in its own name.



Original by Emilie-Alice Fabrizi. Translated by Rosie Hart

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