Thursday 18th July

| BY Helena Fletcher

Kate Moss Gives A Lesson In Posing In The New Alexander McQueen Campaign

What makes a memorable advertising campaign? Fabulous clothes? A brilliant photographer? Astounding art direction? Perfect casting? Well, as you might expect, the new Alexander McQueen campaign is a quadruple threat. The one and only Kate Moss commands our attention, wearing Sarah Burton’s impeccably tailored high-drama AW19 creations. Lensed by Jamie Hawkesworth, the campaign continues the photographer’s consecutive collaboration with the brand, art directed by M/M (Paris). Past seasons have taken us from an eternal Icelandic landscape to the sunny San Francisco, and a set of monochromatic monolithic rocks last season. This time around, the images are set in two locations. Moss stands graphically juxtaposed against a ream of paper in a factory, evoking the set up of a colourama in a studio and also immersed in a quintessentially Britsh wild overgrown garden, populated with an abundance of cow parsley. A memorable campaign creates a fantasy and an escape from reality; step into the world of Alexander McQueen.