"IT DIED WITH HIM"

Jonathan Akeroyd, president and ceo of Alexander McQueen, said at the time of Burton's appointment as creative director in May 2010: "We are delighted that Sarah has agreed to take on the role of creative director. Having worked alongside Lee McQueen for more than 14 years, she has a deep understanding of his vision, which will allow the company to stay true to its core values." Robert Polet, president and ceo of Gucci Group added: "Sarah has a real talent, a close understanding of the brand, and the vision necessary to take it forward. We will be giving full support to Sarah and the team in the coming years."


Burton has admitted that taking over from McQueen was, at first, an intimidating prospect. "I thought: 'How would I ever begin to begin?' Lee's mind was so different to anyone else's. I knew there was no way I could pretend to be him; but I had to ask myself, what did Lee work for? For all this just to close down? I thought about what I wanted. What was best for me. Like many women my age, I do want children, but I came to think that that's not a reason not to take up a challenge. In the end I just decided to get on with it: do my best."

The designer has no plans to replicate McQueen's signature theatrical shows. "That was very much Lee's territory - the spectacular show," she told WWD in September 2010. "In that way, I can't try and pretend to be Lee." She also spoke of her fondness for McQueen: "He was such a lovely man, and his mind never switched off. He was so important to me. You just wanted to make him happy, look after him," she said. "Although I felt that I protected him, now I feel that he protected me."

In May 2011, she spoke for the first time about her feelings following the death of Alexander McQueen. "My immediate feeling was: it died," she told the Telegraph. "It died with him, it couldn't exist without him. To be honest, I'd made up my mind not to do the job."

Burton has garnered critical acclaim for the collections she has created since the death of McQueen. The label continues to grow and has seen consistent sales since she took over as creative director.

http://www.vogue.co.uk/spy/biographies/sarah-burton

SHOCK TACTICS

*Bumsters - Low Rise Jeans
*Collections such as 'Highland Rape' and 'Nihilism'. (British Fashion Designers, page 25)
*Themes such as witchcraft, rape and capital punishment. (Alexander McQueen Genius of a Generation, page 7)
*Sewing 'I am a cunt' into the lining of a jacket for Prince Charles (The 'Enfant Terrible' of fashion.., page 91)

MY PRESENTATION








CHAPTER TITLES

Title: McQueen the King of Fashion


Chapter 1: Once Upon a Time

-The Beginning
-Savile Row

Chapter 2: With Crazy Comes Fame

-Shock Tactics
-Sarah Burton

Chapter 3: Happily Ever After

-Other Designers Outcomes
-What happens now?

BUMSTERS

Low Slung Jeans "Bumsters"




Appeared in 1996

"For me it was the look that put him on the map because it was controversial" Michael Oliviera-Salac

http://news.bbc.co.uk/1/hi/8511404.stm

SKULL PRINT



One enduring motif which McQueen transported from catwalk to the High Street was the skull.

"It is a trademark heritage scarf which is being copied by the world and his wife" Faye Sawyer

http://news.bbc.co.uk/1/hi/8511404.stm

ARMADILLO SHOES

ENFANT TERRIBLE

The term "enfant terrible" refers to a child who behaves badly. When it comes to fashion, it typically refers to designers who may have pushed the envelope creatively, offended people, were rebellious, and didn't follow the norms or trends. In this industry, the two enfants terrible are French designer Jean-Paul Gaultier, and British designer Alexander McQueen. Gaultier is famous for the cone-bra he designed for Madonna and the promotion of skirts for men. McQueen is known for being the head designer of Givenchy then for launching the "bumsters" which resulted in the low-rise jeans trend.

http://www.amazon.co.uk/Enfant-Terrible-Fashion-Jean-Paul-Alexander/dp/1171062265/ref=sr_1_1?ie=UTF8&qid=1319120904&sr=8-1

WORD PLAN

QUOTE

"Clothes are a good ad for living another life" Stefano Gabbana

"I DONT BELIEVE BRANDS ONLY LIVE WITH THEIR FOUNDER"

"It's a very specific and to some extent almost unmeasurable combination of matching the good designer and creative talent with the DNA of the brand. I don't believe brands only live with their founder. At a point you inject a new designer and creative talent, and if you can find a good match with the DNA of the brand ... you can inject new life into it. That is for sure an opportunity."

http://www.azcentral.com/ent/celeb/articles/2010/02/12/20100212alexander-mcqueen-succession.html#ixzz1ayV57FfL

THOUGHTS

How much can a brand rely on a personality?

What happens to a brand if it hangs on to the personality to much?

Alexander McQueen:
Was his death the death of the brand?
What happens to the brand now?
Will the brands looks change now that Sarah Burton has taken over?
Will his death make the brand more known or will it be forgotten?

QUESTIONS

How much can a brand rely on a personality?

What happens to a brand if it hangs on to the personality to much?

Alexander McQueen: Was his death the death of the brand?