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Renegade luxury is born as McQueen courts youth market
Hilary Alexander on McQueen's venture into the youth market
In the decade since he graduated from Central Saint Martins fashion college, Alexander McQueen has become as well known for his outrageous price-tags as his ferociously-tailored and fiendishly-embellished clothing.
But now McQueen, whose label was acquired by the Italian Gucci Group in 2000, is courting the more budget-conscious youth market.
The 36-year-old designer has chosen New York Fashion Week to preview his new younger collection, "McQ", which will go on sale in London from July.
McQ is a range of men's and women's ready-to-wear, priced between £70 for a buffalo-print T-shirt and £150 for drainpipe jeans and rising to a high of between £500 and £700 for leather biker vests and jackets embellished with studs, chains and faux Iron Crosses.
The collection is a major departure for McQueen, four times winner of the British Designer of the Year "Oscar", who has long enjoyed courting controversy. His infamous "bumster" helped an entire generation to forget that they had waistlines.
During his tenure at the Paris couture house of Givenchy, he dismissed the founder as "irrelevant".
Under the Gucci umbrella, his more recent collections have taken inspiration from everything from the circus and punk to the movies of Alfred Hitchcock.
Prices for his couture creations have continued to climb, with the corseted gown he designed for the British actress, Kate Winslet for her 1998 Oscars appearance recently fetching more than $57,500 (£33,000) at auction.
McQ, by contrast is coolly commercial, at around 40 per cent cheaper than the main collection.
"The new collection is a renegade version of the mainline," said McQueen.
"It's younger, edgier but always signature McQueen. I wanted to design a denim-based collection that also featured more luxury fabrics.
"Just because pieces are more directional and casual doesn't mean the fabrics should be compromised, quite the opposite. Renegade luxury is born."
.telegraph.co.uk