Layered in Lace
Alexander McQueen explores the duality of identity and the roles women are expected to play. Fabric becomes both armor and disguise, reframed as power.
What once taught women to hide and be quiet is reclaimed.
When you choose how you’re covered, silence becomes control. What was meant to conceal you now protects you.
The Lace Takeover
The Veil
It’s not just a space wrapped in lace. During New York Fashion Week, The Factory becomes a women-only social club hidden in plain sight. Black lace signals what’s inside. Entry comes with Alexander McQueen. Inside, the room breathes and power moves between those who step in and take it.
The invitation
In store display
In the retail space, the theme becomes immersive. The store turns into a chamber of covered power, where layers awaken rather than conceal. At the center, a mirrored display reflects the force beneath, revealing manifesto lines only when you move close enough to claim them.
Alexander McQueen X MTA
The subway car becomes a moving manifesto. Black lace commands outside, white lace glows inside, and lines like “Every fold holds a story” remind passengers that what is covered holds its own power.
Murals
The campaign will make a statement, but only the observant will notice. Whispered declarations thread through the streets via murals hidden at iconic cultural spots, including the Brooklyn Banks, The Bushwick Collective, Tompkins Square Park, and The Bowery Electric.
Emma Chamberlin Collab.
During NYFW, McQueen and Emma Chamberlain bring the layered lace world to life. She tries on pieces in-store, rides the black-and-white lace McQueen subway, and arrives at The Veil, a women-only space where ownership is entry and restraint becomes power.
Copywriter: Mark O’Dell
Art Director: Aurelie Diaz