McQ flagship store opens in Mayfair

The highly anticipated McQ London flagship store opened in Mayfair, just in time for London Fashion Week.

Alexander McQueen’s second and slightly more affordable label is housed in a three-storey boutique on Dover Street. The store will feature both menswear and womenswear, including some of the stunning designs unveiled in the brand’s London Fashion Week debut last season on display.

A gorgeous window display, inspired by the brand’s hugely successful AW12/13 show, features catwalk look in a forest of trees and leaves. Luxury is the theme of the store – with shagpile carpets, suede-walled fitting rooms and velvet chairs.

The brand’s Creative Director, Sarah Burton, said: “We want to create a story and a home for McQ and the flagship on Dover Street is an extension of this world. The store will offer special catwalk pieces alongside ready-to-wear collections in a rich and immersive McQ environment.”

The store opening reflects further triumph for Ms Burton, as the brand’s business has grown by 400% since she reclaimed it in 2011.

Burton worked with interior designer David Collins to create a fetish-inspired space, where “boudoir meets brutalism and futuristic, interactive high-tech.”

The McQ store has taken a technological step forward, integrating innovative technology into the shopping experience. Customers can use an interactive table to search and share past McQ shoes and catwalk looks. They can also control the video wall in the store’s entrance.

Indecisive customers will be interested in the cameras built into the floor-length mirrors, meaning they can not only take pictures of themselves trying on clothes, but also email them to their friends.

See the whole range at the McQ site here.

Khaleda Rahman

Photos: Vogue