>> Alexander McQueen's new McQ Alexander McQueen for Target collaboration was a shock to many — but the line, all priced under $129.99, makes sense to the designer, especially in these tight times: "I wasn’t born with a silver spoon in my mouth."
He was hesistant about the prospect at first — "I've never understood Target" — but he chose to launch a new designer initiative with Target over say, working with H&M or Topshop, because its just part of his renegade style: "We’d always been approached by people like H&M and other high street [retailers] in England to do things. I’m not very fond of following the norm. I didn’t want to follow Stella [McCartney] at H&M or Karl Lagerfeld at H&M. I didn’t see the point of it. I like to infiltrate an area that’s not really aware of me, as such."
That targeted area? The Midwest: "Apart from the East and West Coasts, my company doesn’t have any visibility in the US. I always liked the idea of people in the Midwest wearing my clothes. There is no way the main line could go to Middle America. I’m not getting any [benefit from the Target association] for the main line. This is a great taste of McQ in areas where it doesn’t exist."
But enjoy the opportunity while it lasts, McQueen doesn't expect to make this a habit: "Target is just one season. I don’t like to repeat myself. It’s a one-off and that makes it an eclectic collection. It’s great as pieces that will never exist again, and for me it’s a good marketing strategy. If I do it all the time, it dilutes the concept."