By  on June 21, 2012

LONDON — Behind the headlines, the royal wedding hype, and the myriad accolades for its creative director Sarah Burton, the house of Alexander McQueen has been refashioning its image — and increasingly behaving like a luxury brand.

Over the past few months, McQueen has unveiled new, softer-edged store interiors — courtesy of the designer David Collins and Burton — and revealed plans to move its men’s wear onto Savile Row and its McQ line into Mayfair. The PPR-owned company is also putting a big emphasis on accessories — skull-printed silk scarves and Knuckle Box clutches are among the top sellers — and shifting its focus from wholesale to retail.

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