What McQ, Alexander McQueen's diffusion line, decided to do with their Spring/Summer ad campaign is really unique. Instead of going the usual photographer/stylist route they scouted MySpace for creative profile pages. They then reached out to those peeps, usually art, photography and fashion students, to design ads for their new campaign. They liked the fresh talent's unaltered and visionary ideas that ended up on billboards in hip areas of London and NYC and in magazines across Europe - and now on FabSugar!
They tapped into the fact that youth culture has always changed fashion, from punks to ravers. London youth culture and street style is booming right now and emerging designers like Christopher Kane have their finger on the pulse. If you look at these ads, they do have a unique look to them and how cool is it to have a McQ ad in your portfolio at the tender age of 18?