Are fashion videos the future of the industry?

As this generation continues to consume media at an impossibly fast rate, Alexander McQueen jumped on the digital train with their own concept film. Showcasing the Jewelled Satchel, one of the brand's most distinctive accessories, the short video is raw and edgy (just like everything else in McQueen's world).&nbsp;
The five-and-a-half-minute video follows <a href="https://www.lofficielarabia.com/fashion/alexander-mcqueen-spring-summer-2022" target="_blank" rel="noopener">Lucia Fairfull</a>, an up-and-coming Scottish musician that has recently been named a face in Alexander McQueen's <a href="https://www.lofficielusa.com/fashion-week/alexander-mcqueen-spring-summer-2022-runway" target="_blank" rel="noopener">Spring/Summer 2022</a> campaign. The 24-year-old ventures through a rock music venue called Barrowland Ballroom in Glasgow, Scotland playing tribute to her hometown. About halfway through the film, she performs with her band. The young musician and the bag become one as she tightly holds onto her shiny black Jewelled Satchel during the entire exploration. Somewhat fitting, many shots focus on Fairfull's fingers which are tattooed "Show Girl," as she displays the embossed croc handbag under her palm.

Come to life by creative genius <a href="https://www.lofficielusa.com/film-tv/sophie-muller-music-video-director-interview-sade-gwen-stefani" target="_blank" rel="noopener">Sophie Muller</a>, the film is shot primarily in black and white with short clips in color. The legendary filmmaker has worked with big names from Pink to Alicia Keys and won a Grammy in 1992 for an Annie Lennox video album.

To no one's surprise, Muller chose to stick to three classic hues of black, red, and white for the film. The video conveys intense energy that embodies the punk rock edge Alexander McQueen products always carry.&nbsp; Filled with shadows, an old camera filter, and lots of focus on fearful deep eyes, it is a chilling production.&nbsp;
This creative treasure will not be the last. Alexander McQueen plans on releasing a series of videos throughout 2022 and 2023. So keep your eyes peeled for these short films that are reshaping the fashion industry.&nbsp;

Lucia: The Jewelled Satchel

Lucia | The Jewelled Satchel

Alexander McQueen Releases Concept Film for the Jewelled Satchel

L'OFFICIEL USA December 2024 - Julianne Moore Cover

Alexander McQueen Releases Concept Film for the Jewelled Satchel

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