Wonderland.

McQ Introduces: Eating Emotions (chased by sounds)

McQ celebrates the tumultuous intimacy of an all-consuming relationship.

McQ – the edgier, streetwise younger sister of Alexander McQueen – are known just as much for their diverse range of collaborative projects as for their clothes. The brand frequently joins forces with musicians, record labels, artists and photographers to create a vast and intriguing body of work which inevitably gets splashed across London’s billboards. You’re bound to have seen the awesome Swallow campaign, dripping in double entendre, pieced together by collage artist Jesse Draxler, or spotted psychedelic rock hotties Bo Ningen modelling the AW16 collection, and now McQ slay again with a new film titled “Eating Emotions (chased by sounds)”.

Engaging the dynamic talents of Nathan Mitchell and Sonoya Mizuno the film explores the unspoken dialogue present in a relationship. It is jerky and fractured, the movements erratic and the atmosphere moody – full of long, intense stares. The emotion between the two dancers is confusing and changeable, sometimes romantic or lustful, other times cold and uncomfortable – in this way it perfectly captures the tempestuous nature of relationships, what is made public versus what is kept private and the fine line between serenity and conflict.

Choreographed by male lead Nathan Mitchell who is trained in ballet, tap and contemporary, Eating Emotions has allowed McQ to communicate it’s complex brand identity through a new medium, and the collaboration continues to differentiate them from the more grown-up elegance of Alexander McQueen, who spawned the label in 2005. The film includes a jolting original soundtrack by American musician Dutch E Germ, continuing McQ’s commitment to showcasing work from some of the most innovative and creative talents working today.

Watch the video here:

Words
India Birgitta Jarvis
McQ Introduces: Eating Emotions (chased by sounds)

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