A Shanghai-based Campaign.
McQueen has unveiled a special campaign celebrating the Year of the Horse, exploring the sense of movement and emotional shift associated with the New Year. Set in Shanghai, the campaign reflects themes of energy, strength and renewal through a contemporary, urban lens.
At its centre is a collective of seven individuals, brought together by shared values, ambition and connection. Their coming together forms the narrative of the campaign, capturing a sense of unity and purpose that mirrors McQueen’s uncompromising aesthetic and modern attitude.
Shot under the warm glow of the city, the group gathers for a family portrait, a timeless New Year tradition reimagined in an urban setting. The moment serves as both a celebration of individual bonds and a collective step forward into the year ahead.
PHOTO CREDIT: McQueen
