McQ Swallow collection for pre-fall’16

For pre-fall 2016 the McQ Swallow collection re-launches. Swallow now leaves its decorative past behind and moves into visceral language, provocative and confrontational with lurid connotations. The symbol has become a command: the word swallow is written down, spelt out boldly across the chest of sleeveless tees and hoodies. The bird motif has been subverted and the word is explicitly written in gothic typeface, stamped across the collection. The swallow emblem is not lost but takes another form, re-designed by artist Tom Tosseyn, it has evolved with skull-like eyes and a sharply pointed body that flies defiantly across lambswool knits, tees and shirts.

[Photos: Official campaign imagery shot & created by artist Jesse Draxler.]