Kaia Gerber gets futuristic in Alexander McQueen
With a sci-fi teaser shot by fashion photographer Glen Luchford, Alexander McQueen launched its new bag The Slash. The face chosen for the campaign is that of supermodel model Kaia Gerber.
For the launch of the new The Slash Bag, Alexander McQueen chose the young but already super-rated model Kaia Gerber, daughter of Cindy Crawford.
Walking in an alien future
In the best sci-fi tradition, the future will be eerie and scary. Better to face it with a kick-ass look, that's the solution of Sarah Burton, esteemed designer of McQueen, a brand that, as in the days of its legendary founder, continues the exploration of a world far - we don't know how far - from the present. The late London designer's futuristic obsession has always resulted in fashion full of references to the nefarious consequences of the lifestyle undertaken by humanity, and the new campaign starring Kaia Gerber also truly resembles a nightmare.
The California supermodel moves in a neon-lit space that reveals silhouettes and busts with human features. Among those who, plausibly, are clones made in the image of men, Gerber also finds herself, and the shocking sight brings her to tears. Nothing is given to know about this soulless environment accompanied only by the sound of heels on the floor and robotic voices exchanging information. Is there room for one last outfit? Apparently so, and to complement the dark look with shapely-shouldered blazer, here pops up the leather handbag, the new The Slash by Alexander McQueen, which appears in the commercial in the elegant red variant.
"The juxtaposition between humanity and technology defines the narrative for The Slash bag film".
In the alien future the light is dim and vehicles fly around tall skyscrapers. After walking through some ghostly corridors, the model, dressed in black, finds herself in an infinite white space. In that neutral environment, four heads appear, one of which has the likeness of Kaia Gerber.
The model stops to caress her and, as she silently cries, shows her new bag The Slash. The three-minute short is very mysterious, somewhere between the digital and the real: a narrative thread linking human frailty and the power of technology.
The Slash bag
For the Spring/Summer 2023 women’s pre-collection, The Slash bag carries many of the signatures the house is known for and features the iconic McQueen Knuckle hardware and skull motif. The sharply cut, slashed body is inspired by the house’s sliced and slashed tailoring.
The new bag, worn by Kaia Gerber in Alexander McQueen's campaign, is made of red padded leather with a sharp, square-cut structure inspired by the British fashion house's heritage. Three cut-outs resemble a scratch. The outer flap, made of soft lambskin, features cut-out details inspired by tailoring silhouettes. The structure of the bag and the second flap, equipped with a snap-button closure, are made of calfskin.
The bag can be worn on the shoulder thanks to the chain strap with an antiqued silver finish. Other relevant details include McQueen knuckle hardware and a skull motif, which we find on the bag's clasp. The handle of the bag is designed with Swarovski-studded rings. The Slash bag is available in the British brand's three cult colors: red, white and black. A new addition to the women's pre-collection Spring-Summer 2023.
