Subcultures and their respective vehicles have long been the nucleus of the McQ operation, so tapping Bo Ningen for its latest campaign is perhaps no biggie for Alexander McQueen’s sister label. But the results are pretty great.
Shot by Harley Weir – a photographer whose lens is well versed in merging musicians and fashion houses, responsible previously for Rejjie Snow for FCUK and Swim Deep for Paul Smith (McQ also tapped her for SS16) – the AW16 campaign features a mixture of individual and group portraits of the Japanese psych band, coupled with a series of model Greta Varlese.
“It was such an extraordinary experience to be a part of McQ’s campaign,” muses guitarist Yuki Tsuii, “They eagerly collaborate with artists and musicians, whilst keeping the charm of the brand, unlike other conventional houses.”
Draped in pieces from both the men’s and women’s collections, the project is a fitting partnership, in part, on account of the brand’s inspiration for AW16: the Shinjuku club scene of the 70’s and the respective energy of the rebellious parties who founded it. A quality likewise found in Bo Ningen’s live shows.
Away from the campaign then, the collaboration continues with a series of custom made McQ garms, recently produced for the band's European tour. “We find wearing McQ’s clothing beautifully expands our performances visually whilst being aesthetically inspiring,” confirms Tsujii.