McQueen has launched its Spring/Summer 2025 advertising campaign, drawing inspiration from the mythical banshee, a figure deeply rooted in Irish folklore.
Shot by renowned photographer and director Glen Luchford, the campaign takes place at Llansteffan Castle in Carmarthenshire, Wales, capturing an atmospheric blend of history and modernity.
Creative Director Seán McGirr, whose Irish heritage informs much of his work, explains the significance of the banshee in shaping his vision for the collection. ‘The banshee was a figure that was very present in my childhood imagination growing up in Ireland, and she has recently taken on new meaning for me. She embodies a sense of strident self-expression that resonates now; something freeing that drives connection with others,’ McGirr said.
The collection mirrors the essence of the banshee through its bold tailoring and ethereal fabrics. Sharp silhouettes contrast with delicate materials such as cobweb lace, pleated chiffon, silk crêpon, and shredded silk organza, all hand-finished with intricate detailing. The palette is dominated by ivory, silvered grey, and black, punctuated by vibrant bursts of yellow and orange, symbolising the interplay of strength and fragility.
Accessories in the collection continue the theme, with sculptural jewellery pieces inspired by objects linked to banshee folklore. The campaign’s hauntingly cinematic atmosphere is reinforced by its soundtrack, ‘Consistent Dedication’ by Heartworms, a solo project by South London musician Jojo Orme, known for her dark synth-pop and post-punk influences.
The campaign features a diverse cast, including Libby Bennett, Sara Caballero, Li Cheng Yuan, Owen Ruppersburg, Ajus Samuel, Douta Sidibe, and Lina Zhang. The creative team includes Art Director Christopher Simmonds, Stylist Sarah Richardson, Casting Director Julia Lange, and Movement Director Meshach Henry, with contributions from hair stylist Gary Gill, make-up artist Daniel Sallstrom, and nail artist Ama Quashie.
