Over the course of the last year, Electric Runway has been consulting on a very special project that’s both close to our hearts as well as an indication of where the future of fashion is heading. On Sunday, April 25th, Gary James McQueen, the nephew of the late Alexander McQueen, will be launching his fashion collection digitally.
In addition to being inspired and mentored by his uncle, Gary was also employed as the head textile designer for Alexander McQueen Men’s Ready to Wear. Here, he experimented with how artwork could be applied in various ways, and developed a niche of optical-illusion textile designs.
Upon the passing of Alexander McQueen, Gary felt personally compelled to continue his uncle’s legacy and family heritage. Gary designed and released a collection of silk foulard scarves, including a limited-edition collaboration with Fabergé. He also created the now-iconic Vanitas skull that was on the cover of the Savage Beauty coffee table book that encapsulated the exhibition.
Now, Gary has teamed up with Epic Games to produce a first-of-its-kind virtual runway show that blends the digital and physical. Created in Unreal Engine and supported by Epic Mega Grants, the futuristic fashion film will transport audiences to an otherworldly landscape to experience Gary’s debut collection. Audiences will also be able able to enter and explore a digital showroom and place select garments in their environment via an augmented reality viewing experience. Both the runway show and digital showroom will be available via McQueen’s website and via the live stream below.
Guiding Light is in support of Mind, a leading mental health charity in the UK. The entire project has been documented by SkyArts and was produced in collaboration with Myosa Media. To learn more and to watch the fashion film, visit Gary James McQueen’s website and be sure to follow him on Instagram.