MCQ TOPS NEW TRANSLATION 2

Part of the house of Alexander McQueen, MCQ propels the label’s passion for innovation into the digital age. The creative platform is the first of its kind: an ever-shifting collective that radically credits all its voices. MCQ invites select creatives to collaborate on merchandise and content, granting collectors ownership and expression through technology. The resulting collections, known as “Icons,” each possess a unique visual language narrated by a collective voice. MCQ’s bold offering captures the zeitgeist of the technological era with tie-dye print T-shirts, oversized knitwear featuring bright intarsia graphics, and patterned hoodies inspired by thermal imaging. Launched alongside the collection, the MYMCQ platform uses blockchain technology to create digital consumer archives that track items from one collector to the next. Offering unique opportunities for collective creation and peer-to-peer trading, MCQ combines social media with collector’s archives to create a place where the global community can meet.