On 27 July 2006, the company ALEXANDER Mc QUEEN launched a lower-priced diffusion line McQ.
The new line carries men’s and women’s ready-to-wear and accessories, was exclusively designed by Lee Alexander McQueen, manufactured and distributed worldwide by SINV SpA under the terms of a five-year licence agreement with Alexander McQueen.
Promoted as a denim line, the focus of McQ is a youthful target market.
The Spring/Summer 2011 was the final collection in collaboration with SINV SpA. Pina Ferlisi was appointed as the creative director for the line in June 2010.
Following the expiration of the contract with SINV SpA with the Spring/Summer 2011 collection, the brand announced on 11 October 2010 that it would take control of the McQ diffusion line by creating a new internal team with the creative direction of Pina Ferlisi, under the leadership of Alexander McQueen creative director Sarah Burton.
For the first campaign for the re-acquired line, photographer Niall O’Brien collaborated with McQ by driving across the American Northwest capturing images, which evoked the McQ attitude.
In August 2011, the company announced it would launch its first McQ standalone boutique in London in 2012.
In November 2011, it announced that McQ would be presented at London Fashion Week for the first time in February 2012, and that the new four-storey Georgian townhouse boutique will stock womenswear, menswear, and accessories.