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More than just a label, MCQ is a revolutionary platform powered by a global collective rather than a single creative director. Part of the house of Alexander McQueen, MCQ is the first of its kind, inviting select creatives to collaborate on product and content resulting in collections which possess a distinctive visual language, narrated by a collective voice. Each collection, known as icons, tells a unique story and MCQ’s latest icon ‘Breathe’ is no different.
Breathe originated from the idea of creating beautiful yet functional pieces that could be comfortably worn in any climate, inspired by the observation of lightweight and sometimes translucent functional objects, such as parachutes and sails. At the same time MCQ’s creative team looked at breathe from a different perspective, exploring calming practices and delving into the concepts of mindfulness and meditation.
Continuing its mission to reimagine the future of collaboration, MCQ invited Tom Ducarouge to bring his unique story-telling ability to the collection. The Paris-based industrial designer studied at Ensaama in Paris before completing his MA Industrial Design degree at Central Saint Martins. The designer’s graduate projects, titled ‘Breath Artifact’ explored guided respiration and opportunities to integrate moments of calm into the daily routine. The breathing apparatus designed by Tom is incorporated throughout the capsule, translated into design details and statement features.
For Breathe, MCQ worked with Amsterdam-based technology-driven fabric mill BYBORRE to innovate and create sustainable tech-driven pieces made from experimental textiles. Using advanced machine programming to experiment with texture, thickness, and weight, BYBORRE have been able to push the boundaries of textile creation to create a fabric unique to MCQ inspired by topographical maps.
Explore MCQ’s reimagined wardrobe staples built with tomorrow in mind.