McQ x Billie Eilish

brand identity and online communication strategy for diffusion line McQ by Alexander McQueen.’ McQ is the diffusion line of Alexander McQueen and caters to the targetgroup: the Ironic Tortured E-Teens. This book will showcase the concept, translated through an archetype pop-up collection and online social media communication strategy of the brand McQ in collaboration with the artist Billie Eilish. The concept plays an important role in bringing awareness for mental health issues followed through dark feelings by the tragic story of Lee Alexander McQueen. Darkness translated through irony and fantasy together with Billie Eilish.