Capturing the Rebellious Spirit of Soho.
McQueen has launched its Autumn/Winter 2025 pre-collection campaign, a compelling visual narrative that delves into the rich, rebellious spirit of London’s iconic Soho district. Photographed by Theo Sion at The Coach & Horses—a famed 1950s pub known as a place of counterculture and tradition—the campaign beautifully captures the essence of a community shaped by artists, writers, and transient figures, past and present.
Under the creative direction of Seán McGirr, the pre-collection channels the artistry that defined Soho’s luminaries, including Francis Bacon, Caroline Blackwood, Lucian Freud, and Elizabeth Smart. The campaign imagery emulating a sense of both heritage and transgression, featuring characters that showcase McQueen’s subversive ethos.
The collection itself is a powerful mix of informality and precision, featuring sharp-collared shirting, broad-shouldered coats, and cinched silhouettes, all with a soft shine. Tailoring takes centre stage, juxtaposing traditional wool pieces with unexpected materials like nylon flight jackets and lace-lined satin. Naval-inspired elements, such as blousons and coats in wool-silk gabardine, blend pragmatic utility with McQueen’s signature sculptural codes.
A key visual motif is the incorporation of tattoos, traced in metallic bullion and abstract florals, appearing on garments as a tactile homage to storytelling and memory. The palette is rich and saturated, reflecting the “sulphuric glow” of the city streets. The campaign, captured by photographer Theo Sion, highlights the lasting sense of community within an ever-evolving London, featuring local personalities like “Soho George” – known for his distinctive tailored style – and resident jazz and blues singer Florence Joelle, lending an authentic, deeply British touch to the narrative.
This pre-collection continues to define McGirr’s vision for McQueen, building upon his initial runway offerings by exploring themes of identity, rebellion, and craftsmanship within the brand’s profound legacy.
Check out the images below.
PHOTO CREDIT: Theo Sion for McQueen
