Shot for the second time by the photographer Harley Weir, the campaign launches today. The portraits “aim to capture the abstract energy of the boundary-pushing musicians,” the company said. The campaign features looks from the men’s and women’s collections.
The band’s guitarist, Yuki Tsujii said McQ “eagerly collaborates with artists and musicians, whilst keeping the charm of the brand, unlike other conventional houses.”
The members of the band are pictured wearing custom-made McQ looks for a number of their European tour dates. Tsujii and fellow band members called the clothes “aesthetically inspiring.” The images are tough and austere, while the models have an androgynous look.
The actual collection was inspired by the rebellious youths of the Seventies Shinjuku club scene.
The campaign will launch on mcq.com, as well as @McQ social channels, and will break in the September issues of print titles, including Dazed & Confused, i-D, Wonderland, Elle, Re-Edition and Document Journal.