Your cart

DUE TO COVID-19, SHIPPING TIMES MAY TAKE LONGER THAN USUAL
Introducing MCQ

Introducing MCQ

Web Work

PART OF THE HOUSE OF ALEXANDER MCQUEEN, MCQ IS THE FIRST OF ITS KIND, A CREATIVE PLATFORM WITH ITS OWN IDENTITY: A LABEL THAT IS ALSO AN EVER-SHIFTING COLLECTIVE, RADICALLY CREDITING ALL ITS VOICES. WE GIVE COLLECTORS OWNERSHIP AND EXPRESSION OF THEIR MCQ ITEMS THROUGH TECHNOLOGY. OUR DIGITAL PLATFORM MYMCQ COMBINES SOCIAL MEDIA WITH COLLECTOR’S ARCHIVE, A PLACE WE MEET REFLECTING OUR GLOBAL OUTLOOK.

  

WHAT IS THE KEY PILLARS OF THE MCQ LABEL? 

THE CREATIVE COLLECTIVE = THERE IS NO CREATIVE HEAD AT MCQ. THE MCQ TEAM AND OUR COLLABORATORS CREATE EACH ICON TOGETHER AS A GROUP. OUR AIM IS TO GIVE CREATIVES AROUND THE WORLD A PLATFORM TO CREATE WITH MINIMAL DIRECTION AND MAXIMUM CREATIVE FREEDOM. WHEREVER YOU ARE IN THE WORLD, YOU CAN SIGN UP TO MYMCQ – EVEN IF YOU DON’T OWN ANY MCQ ITEMS. MYMCQ IS THE PLACE WHERE COLLABORATORS, COLLECTORS AND THE LABEL

INTERACT: A GLOBAL CREATIVE COLLECTIVE.

THE TECH : MCQ IS A FULLY TECHNOLOGY-INTEGRATED LABEL. OUR TECHNOLOGY CONFIRMS AUTHENTICITY AND ALLOWS YOU TO TRADE ITEMS, EXTENDING THEIR LIFESPAN. TECHNOLOGY ALSO CONNECTS THE COLLECTIVE ON A GLOBAL SCALE 

THE RESPONSIBLE FUTURE: MCQ IS A NEW LABEL WITH A NEW MODEL LAUNCHING IN A NEW DECADE, WE ARE DRIVEN BY BRINGING NEW IDEAS TO THE TABLE. OUR KEY FOCUSES AS A RESPONSE TO THE CURRENT CLIMATE ARE (WITH MORE TO COME):

  • END-TO-END PACKAGING SYSTEM TO REMOVE THE CURRENT RE-PACKING MODEL

    • OPTIMISE RECYCLED, INNOVATIVE, TECHNICAL AND DEADSTOCK FABRICS
  • INCREASE ITEM LIFESPAN BY RESELLING ON MYMCQ PLATFORM

 

 

MCQ VOCABULARY

LABEL = OUR BRAND

CYCLE = OUR SEASONS

ITEM = OUR GARMENTS

DELIVERY = OUR DROPS

ICON = OUR COLLECTIONS

COLLECTOR = OUR AUDIENCE

COLLABORATOR = CREATIVES WORKING WITH MCQ

THE PHANTOM JACK = OUR EXPLODED UNION JACK GRAPHIC

WHAT IS THE DIFFERENCE BETWEEN MCQ, BY MCQ AND MYMCQ

 MCQ

  • THE LABEL NAME
  • THE LOGO TO USE IN STORES FOR SIGNS TOGETHER WITH THE PHANTOM JACK

BY MCQ

  • OUR AUTHOR LOGO, USED TO MARK SOMETHING FACILITATED BY THE LABEL

MYMCQ

  • OUR COMMUNITY NAME AND THE DIGITAL PLATFORM COLLABORATORS, COLLECTORS AND THE LABEL INTERACT ON A GLOBAL SCALE

 WHAT IS THE PHANTOM JACK?

THE PHANTOM JACK = OUR LABEL GRAPHIC. THE PHANTOM JACK IS AN EXPLODED UNION JACK, INSPIRED BY OUR BRITISH HERITAGE AND REPRESENTING INCLUSIVITY AND GLOBAL COMMUNITY.

 

 

HOW DO THE COLLABORATORS OF MCQ MOTIVATE THE DESIGN PROCESS IN THIS CYCLE? 

THE ICON [COLLECTION TITLE AND GRAPHIC OBJECT] IS SET BY MCQ, OUR COLLABORATORS ARE CLOSELY INVOLVED IN CHOOSING WHAT ICON(S) THEY CONTRIBUTE TO. THE WAY A COLLABORATOR PARTICIPATE IN THE ICON IS INDIVIDUAL TO EACH COLLABORATOR. 

HOW DO YOU SEE TECHNOLOGY EXTENDING THE LIFESPAN OF YOUR ITEMS? 

THE TECHNOLOGY CONFIRMS AUTHENTICITY AND ENABLES TRADING OF ITEMS ON MYMCQ (MCQ DOESN’T TAKE ANY % OF THESE SALES) WHICH EXTENDS THE ITEM LIFESPAN

PLEASE EXPLAIN THE CONCEPT BEHIND THE “GENESIS II” COLLECTION 

THE FIRST ICON IS A SEQUEL. THE RUINED WORLD VS THE LIVING WORLD, HIGHLIGHTING MAN’S POSITIVE AND NEGATIVE EFFECTS ON THE PLANET. A CHAOTIC SEARCH FOR UTOPIA, BUILDING COMMUNITIES AND SUBCULTURES. BREAKING APART TO CREATE THE NEW. CORPORATE AND MILITARY GARMENTS HAVE BEEN REINTERPRETED WITH A HUMAN TOUCH, WHILE THEIR OMINOUS CORPORATION GRAPHICS REMAIN. A FOCUS ON THE PORTABLE AND FUNCTIONAL FOR USE IN THE NATURAL WORLD: A PACKABLE MAC, WAXED NYLON, A BACKPACK THAT TRANSFORMS INTO A BELT BAG. DEADSTOCK FABRICS ARE USED WITH SUSTAINABILITY IN MIND, CREATING LIMITED PIECES. NATURAL AND INNOVATIVE TIE DYES APPEAR ON SILK, DENIM, JERSEY AND SHIRTING. SHYGIRL AND JAMES MASSIAH COLLABORATE ON EMBROIDERED TEXT AND HAND-EMBROIDERED FLOWERS.

WHAT SETS MCQ APART FROM OTHER READY-TO-WEAR / STREET WEAR LABELS? 

MCQ IS THE FIRST FULLY TECHNOLOGY INTEGRATED FASHION LABEL

MCQ IS A PLATFORM FOR INTERNAL AND EXTERNAL COLLABORATIONS

MCQ IS BASED ON AN ICON SYSTEM, EACH ICON TELLS A NEW STORY, A NEW WORLD SHAPED BY OUR COLLABORATORS