McQueen reinvents the Banshee in a spellbinding campaign
Immersed in the Celtic and mythological universe, McQueen's spring-summer 2025 campaign reinvents the banshee, an inspiring and powerful figure, through a breathtaking Welsh landscape.
In a reinterpretation of Celtic folklore, McQueen ’s Spring/Summer 2025 campaign immerses us in the dark and fascinating world of the banshee , a mythological figure that haunts the night and announces death. This mystical entity, which creative director Seán McGirr discovered during his childhood in Ireland, becomes the starting point for the designer’s collection, which reinvents this icon as a powerful force of freedom and expression.
Banshee Inspiration
Seán McGirr , who is in his second year as McQueen ’s creative director, draws on his Irish roots to breathe new life into the banshee, a creature plagued by fear and superstition. “The banshee was always part of my childhood imagination,” he explains. “It embodies a sense of intense self-expression, something liberating and connecting with others.” In this campaign, the banshee becomes a symbol of freedom and creative power, a renewal of McQueen’s legacy that draws on myth to transcend tradition.
A campaign in Welsh lands
Captured by photographer Glen Luchford, the Spring/Summer 2025 campaign is set against the rugged landscapes of Llansteffan Castle in Wales. This location, steeped in history, offers a striking contrast between the timeless majesty of the clothes and the harshness of the surrounding nature. At dusk, silhouettes dressed in the collection’s key pieces move through this environment, where land, sea and stone seem to dialogue with McQueen ’s creations.
Clothes between delicacy and audacity
The collection’s pieces, with their juxtaposition of refinement and brutality, perfectly embody the spirit of the banshee. The opulent, bejeweled hooded coat and the gold jacket with feather lining stand out for their rich detailing and sophisticated aesthetic. These pieces contrast starkly with the hard-packed Welsh landscape, highlighting the collection’s bold palette and accessories. Delicate fabrics, such as spider lace, pleated chiffon and frayed silk organza, bring a lightness that dialogues with the gravity of the surroundings.
A tribute to the House's heritage
Through this campaign, the artistic director pays homage to the legacy of Lee Alexander McQueen , particularly to the fall-winter 1994 collection, which also explored the theme of the banshee. This return to the roots is translated by an ingenious mix of classic tailoring and delicate artisanal techniques. The collection is thus part of this tradition of deconstructing conventions , where each piece pushes the limits of elegance and tradition.
