A First Look at the Revamped, Less Expensive McQ Line — Photos of the Pre-Fall 2011 McQ Collection

A First Look at the Revamped, Less Expensive McQ Line

A First Look at the Revamped, Less Expensive McQ Line

>> Alexander McQueen doesn't plan to show off its full intentions for McQ until February for the Fall 2011 season — when there will be jewelry, bags, and shoes along with the clothes — but it's giving a sneak peek with the Pre-Fall 2011 collection it unveiled today. Now that McQueen has complete control of the brand (which was previously licensed) and a new, devoted creative director — Pina Ferlisi — expect some change.

McQ currently represents about 20 percent of McQueen's business, but Jonathan Akeroyd, the brand's president and CEO, expects it to grow to 35 percent by 2012: “We always felt there was scope to create a brand that was more accessible — and a little more edgy. We’ve got a strong ambition for it.” There will be a push for more accessories and a more casual feel, with prices lowered by 25 percent: think jeans priced at 175 euros ($235), dresses at 200 euros ($270), jackets starting at 300 euros ($405) and printed T-shirts at 70 euros ($95).

E-commerce is expected to launch next year on the McQ website, and in the meantime, a film will debut this week instead of a lookbook, featuring four girls wearing the new Pre-Fall 2011 collection in real-life situations. And "democratic" London and New York Fashion Week events are planned for next Spring, with consumers as well as fashion insiders expected to be involved.

 

 

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