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BLEAK MIDWINTER: Alexander McQueen braved the wind-chilled Scottish terrain for a spare and dramatic fall ad campaign shot by Jamie Hawkesworth. The brand’s creative director Sarah Burton and the photographer share “a mutual love for British nature and wildlife” and chose the Shetland Islands, the northernmost point of the country, for the campaign that was shot mostly in black and white.

It features Mica Arganaraz wearing ghostly black ruffles, sparkling fabrics and nature prints as she poses on a lonely beach or by ruined houses and great stretches of scrubby land. The brand worked with the art directors of M/M Paris for the first time, and the austere backdrop serves as a clever foil to Burton’s ethereal fall collection.

Burton’s fall lineup was filled with sequins, diamante embroideries and gossamer gowns. “It’s all about nighttime and dreams,” the designer told WWD before the show, which was filled with clothing and accessories dotted with talismans and surreal symbols, including pocket watches, butterflies, horseshoes, lips and eyes.

The campaign images will break later today on the brand’s web site.