Thanks to the pandemic putting a pin in most of the in-person fashion displays for a good part of two years, it is fair to say that we all have grown an affinity for all things digital when it comes to our fashion consumption. With this in mind, Alexander McQueen unveils the Lucia: The Jewelled Satchel concept video.

In celebration of one of the brand’s most coveted accessories, the Jewelled Satchel, Creative Director Sarah Burton has looked to her vision of the McQueen woman and recruited a talent she deems representative of her perception of the brand to star in her latest campaign. Taking to Barrowland Avenue in the haunting black and white clip, musician Lucia Fairfull channels pure drama and theatrics into her performance as we see her showcasing her black embossed croc rendition of the bag and taking to the stage with her band. With friend of the house and celebrated filmmaker, Sophie Muller, also sitting at the helm of this project, it situates itself as a project akin to art.

To the delight of many, this video is more than just a stand-alone campaign. With the house explaining that this display is in fact the beginning of a series set to unravel all the way into 2023, it becomes clear that Sarah has a cinema-infused goal for the future of McQueen and we cannot wait to see what she will do next.

Head below to watch Lucia: The Jewelled Satchel and head to alexandermcqueen.com to discover more…