Sounding a bit like something that has descended from the future, McQ are holding a “digital presentation” today. Which is putting us in mind of some sort of conversion therapy where you are strapped up and plugged in, Ludovico-technique style and pumped with the party line. But actually, it’s nothing nearly as sinister and is far more pleasant on the eyeballs – from 2pm today they will be sharing the spoils of their AW16 collection via their website and social media channels, as interpreted by artists and creatives – presented by Caroline Sodergren, her images (which are above) will sit alongside a series of character studies by Jack Davison, short films by Sharna Osborne and the full collection looks by Brianna Capozzi. Isn’t technology a just wonderful thing? Just yesterday we were reminiscing on the joys of the humble fax machine. Oh how times change. But it’s to the era of faxes that the clothes themselves actually hark back to – “the dance and strip clubs of Shinjuku, Tokyo in the late 1970s and 80s… the mood of youth letting loose against tradition and rebelling against conformity led to a celebration of extremes”. See for yourself above and then head to mcq.com to see the other artist’s interpretations…
Photographs by Caroline Sodergren
