Let's think of the great haute couture houses. What name comes to mind? Surely that name is associated with one of the most brilliant Designers or Creative Directors of the last fifty years, which brought these firms to the highest place of their existence within the industry. But, What if there wasn't a creative leader or Creative Director who took a haute couture house to the top? What if only a group of collaborators in constant rotation managed to position a brand at its highest point? How would history be written from that point on?
The answer to these questions has solved it with great courage, strength and innovation Alexander McQueen launching MCQ, orcollective creative, built around the recognition of the same creators who participate and give life to each collection or "icon," as it now calls it MCQ. As mentioned above, MCQ not having internal hierarchies or a creative head, the team is led by people from similar worlds who share common interests to that of its collaborators, thus becoming a platform driven by people completely open to disruptive ideas that challenge the status quo of fashion and its standards.
For the above reasons, MCQ makes a distinction and incorporates in each piece of the "icons" labels with the names of the collaborators that worked on these, thus such creatives are accredited in a fair manner, with their visible names, and not only with the fact that they are "figures" who promote a collection or as an image of the promotion campaign; this is fortunately something else, it is a visible part of creativity.
But there is something else, and it is that we can find the beginning of this new identity through the minimalist logo of MCQ, which seeks to reflect an open and collaborative spirit. The logo seeks to be a simplified version of the British Union Jack flag with artistic airs; the version of this Arabic is baptized by MCQ as "Phantom Jack," referring to what is the opposite of a nationalist symbol from the nickname. Flag includes a space in the center with white lines, which converge to form a platform or stage in the center. This scenario seeks to raise the creative voice of MCQ, thus showing a core or energy new, full of creativity, expressing new ideas, new declarations and new creations.
Another feature they have the parts that integrate the "icons" of MCQ is the use of technology to be able to "track" or know the authenticity of items through those who consume them. Do you think it's very futuristic? It it is. Every garment of MCQ can be tracked, this is achieved through the platform MYMCQ, which incorporates a unique system in its class based on Blockchain and NFC technologies, which allow you to unlock special and innovative features. MYMCQ is also a media hub or media center in which anyone can interact with the brand, access behind-the-scenes content, as well as interviews with collaborators and other creatives within the community. MCQ.
MCQ is the mark of the future, but having this credential also warns of great social responsibility, and this leads to the impact on tomorrow. Most packaged products (garments) are shipped in multiple stages a waste chain, whether the garments or accessories are packaged over and over again, or the packaging is changed to a defect before reaching the final consumer. To avoid multiple waste, designers of Mcq developed a packaging system that from start to finish significantly reduces excess waste, meaning they use the same packaging throughout the production chain to reach the hands of the buyer the product.
Genesis II byMcqwith Blockchain NFC technology has exclusively arrived at JET, the brand's only latin american point of sale