In “A Sense of Belonging,” McQueen crafts an evocative narrative for Lunar New Year 2025, headlined by Zhang Youhao. Against an urban skyline, the campaign unfolds as a cinematic exploration of change, connection, and possibility.
McQueen Lunar New Year 2025 Campaign
Youhao strides through cityscapes cloaked in a plaid trench, its dramatic silhouette a nod to Alexander McQueen’s tailoring legacy. The T-bar Sling bag makes an appearance, complementing looks that shift between structured and free-spirited.
McQueen’s Flexion sneakers ground the visual story in modernity, balancing tradition with forward motion.
Evening shots contrast amber-lit horizons with city streets alive in crimson—a signature hue for the Lunar New Year. Each image channels an anticipation of new beginnings.
McQueen’s vision transcends fashion, offering a poetic reflection on renewal and unity.
