When it comes to branding, it is fair to say that the balance of in-your-face and chic is hard to find. One brand showing the rest of the world how it’s done is Alexander McQueen, as the house unveils its new McQueen Graffiti collection.

Pulling the sumptuous designs that fill out its SS21 and Pre-AW21 displays, McQueen ensures that its undeniable avant-garde aesthetic bleeds into the new collection as ballooned sleeves and pleated skirts reign supreme. But, in a bid to elevate its previously classic pieces, the brand has set its sights on a new graphic. Undeniably bold yet masterfully designed, the house’s new branding features the imperfect edges and grungey flair synonymous with the graffiti art form, meaning that the once-elegant collection now features an injection of streetwear sensibilities.

And, while the striking branding initiative delights, the house has also turned to the wonders of big city life for the collection’s awe-invoking campaign. Looking to some of the most unsuspecting surfaces that London, New York and more have to offer, black cabs, buses and tube stations can be seen washed over with the artistic lettering adorning McQueens exaggerated outerwear and accessories. With the capacity of city life to inspire and provide limitless opportunities at the forefront of the campaign video, the collection is made all the more captivating.

Discover more at alexandermcqueen.com.