Fashion film has become the creative brand’s latest method of communication. This new medium is heralded by established and underground design houses alike. London Fashion Week has become a film festival of sorts, and this week one brand in search of alternative ways to showcase their Autumn/Winter 13 collections introduced an integrated fashion film and image project. McQ’s creative team collaborated with photographer Roger Deckker to devise a mood image series and a film to capture the brand’s youthful aesthetic, rebellious nature and street-inspired heritage.

The film takes inspiration from twentieth-century avant-garde Czechoslovakian and post-war Italian cinema but is set in modern London. Comprised of a series of unlinked vignettes, featuring models Maria Bradley and Botond Cseke, the short is both climactic and ethereal.

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Tags: AW13, Fashion, McQ