← Ella Watson

Fashion Brands · Second year · First Class

Under the Surface

Alexander McQueen × Little Simz

A proposed collaboration to bring back McQueen’s theatrical, rebellious edge by pairing the brand with Little Simz. I audited both brands, found the overlap, and planned the collection, the launch event and the campaign film.

Module
Fashion Brands 2
Grade
First Class
Date
December 2024
What I made
Brand audit, product concept, launch plan, film storyboard
Black and white portrait of Little Simz in a sculptural padded coat, shirt, tie and wide-brimmed hat
Little Simz for Dazed, 2023

The idea

Can Little Simz revive Alexander McQueen’s fading brand personality?

The problem

McQueen

A brand built on theatre and rebellion, now getting reviews calling its collections emotionless and safe. A bestselling trainer was pulling focus from the pieces that made the brand.

The partner

Little Simz

Mercury Prize winner, Vogue cover star and a London artist going from strength to strength. Her values of resilience, creativity and individuality match what McQueen used to stand for.

The opportunity

The gap

Luxury fashion had never partnered with socially conscious music in this way. The pairing reaches a younger, more diverse audience without losing the luxury customer.

The collection

Strength and vulnerability

Tailored outerwear meets fluid chiffon, mirroring how Little Simz’s lyrics move between strength and vulnerability. The title links McQueen’s craftsmanship to what sits beneath the surface of her music.

Close-up of a taupe coat with a large mirrored skull brooch and lavender chiffon Model in an oversized lavender-grey suit with chiffon layers Grey and silver chunky trainers with metal skull details
  • OuterwearJackets and coats with tailored structure and fluid chiffon, reflecting her love of masculine tailoring.
  • GenderlessNo men’s or women’s categories. People choose the pieces that fit their own identity.
  • AccessoriesOversized trainers and leather bags with mirrored details, tying to themes of introspection and transformation.
  • Limited editionA one-off drop to build anticipation and exclusivity across both fan bases.

Palette

Deep grey
Silver
Lavender
Cream

The launch

A secret show on Bond Street

McQueen is a British house and Simz is a London artist, so the launch happens at home.

Concept image of a performer on a lit runway between mannequins wearing the collection
Launch concept, AI-generated with ChatGPT
  1. Announced 48 hours beforeOnly the location, date and time go out on social. The secrecy drives speculation and hype.
  2. A live performance in storeSimz performs in the McQueen flagship wearing the collection, with dancers and band members in key pieces.
  3. Virtual try-onAR try-on in store and on the McQueen website while the collection is live, aimed at Millennial and Gen Z shoppers.
72%of UK luxury shoppers think brands should use AR when they shop (Vogue Business, 2023)

Campaign film

The storyboard

Simz is known for cinematic music videos, so the campaign is a short film: a journey beneath the surface, through every version of herself, to the stage.

Storyboard frame: a woman in a pleated blouse kneeling in still water lit by candles
01 · The waterSimz in a still, water-like space. Her poetry sets the tone as a voiceover.
Storyboard frame: figures walking through rippling fabric and water
02 · Under the surfaceShe steps into the water and through an emotional world, with models in the key pieces.
Storyboard frame: a young girl in front of a shattered mirror, with models walking past
03 · The mirrorA fragmented mirror shows her as a child, then every version of herself on the way to stardom.
Storyboard frame: a performer standing centre stage in front of a seated crowd
04 · The stageShe ends performing at the Royal Albert Hall with a full orchestra, a symbol of her growth.

Storyboard frames AI-generated as a visual guide for the film.

The full project

Every slide

The research and reasoning behind it: why brands collaborate, an audit of both brands, and the full marketing strategy. Tap any slide to read it.

Title slideTitle Preface slide on why brands collaboratePreface. Why brands collaborate, with Fenty × Puma as a case study Introduction slideIntroduction. The two brands and the question Three photos of Little SimzHer style. Tailoring, attitude, individuality Brand audit slide for Alexander McQueenBrand audit. McQueen: not what it once was? Brand audit slide for Little SimzBrand audit. Limitless Little Simz Products slideProducts. The collection and palette Three collection concept imagesConcepts. Brooch, look and trainers Promotion slidePromotion. The Bond Street launch and AR Campaign video concept slideCampaign film. The concept and references Storyboard slideStoryboard Conclusion slideConclusion Bibliography slideBibliography

Conclusion

Why it works

Commercially, it grows McQueen’s sales and Simz’s audience. Culturally, it creates an artistic fusion fashion hasn’t seen yet. And it leans on experiential marketing at a time when people want brands they can feel a real connection with.

Aims

  • Revive McQueen’s storytelling, boundary-pushing identity
  • Grow profit for McQueen and reach for Little Simz
  • Reach a younger, more diverse audience without losing the luxury base

Where it could go next

  • A second drop: a Spring/Summer or Resort line
  • Exclusive social media filters
  • Online easter eggs for fans to find