Paris Fashion Week SS25: Branding Lessons From Alexander McQueen

In the ever-evolving world of style, Alexander McQueen is iconic. And as a long-time fan of the fashion house, I might well be biased in saying the Alexander McQueen Spring/Summer 2025 collection at Paris Fashion Week was a masterclass in brand evolution.

First big takeaway?

Innovate at the intersection of heritage and modernity – or heritage and any thing else for that matter.

The reigning creative director of Alexander McQueen, Irish-born Seán McGirr, revolved the theme of the show around the banshee, a female spirit in Gaelic folklore whose appearance or wailing warns a family that one of them will soon die. The head designer created a collection that managed to combine Alexander McQueen’s gothic roots with edgy, contemporary elements—an artful balance that helped broaden the brand’s appeal without losing its soul.

At the same time, McGirr, who graduated from Central Saint Martins, brought his very own Irish roots, through Irish folklore and the mythical banshee to the British brand. It was a clever move given university research shows that a brand’s heritage can significantly boost its perceived value, spanning economic, functional, and social dimensions.

Bottom line? Heritage is gold in branding. Respect it, use it, and let it shape how your audience sees you.

Secondly, I’ve said it before and I’ll say it again, building an emotional connection with your audience is everything.

The show stirred emotions and resonated on a personal and cultural level. And here’s a stat worth noting: younger audiences are 58% more emotionally attached to brands than older generations. So generating emotional connections with audiences is even more important today than it was before. Interestingly, research also shows that despite this, 85% of consumers feel let down by a brand’s emotional marketing efforts.

Furthermore, there is no doubt that the Alexander McQueen show at Paris Fashion Week demonstrated how to leverage storytelling in branding. The banshee, Seán McGirr‘s muse, for the entire collection, was more than just a mythical figure—it was a gateway to further storytelling. And it was a wise move given research shows that a well-told story can boost conversion rates by 30%, with 15% of audiences ready to buy on the spot when a brand’s narrative hits home.

Last but not least, sensory brand activation is a game-changer.

The move of the Alexander McQueen show from an underground venue (last time around) to an elite art school (École Nationale Supérieure des Beaux-Arts) was strategic. It underscored the power of context in branding. And with appropriately British soundtracks setting the mood and jaw-dropping pieces like subversive tailoring, hand-stitched cobweb lace, and bold mohair silhouettes, the Alexander McQueen show transcended from just an event into a brand experience.

The setting, atmosphere, and overall vibe of the catwalk event worked in harmony with the brand’s identity, elevating the experience for attendees, the media and the fashion industry—-it became a conceptual art piece. And with research showing 74% of audiences are more likely to make a purchase after a memorable brand experience—it’s a good job it did.

So what did the Alexander McQueen Spring/Summer 2025 show mean for leaders, marketers and the world of contemporary fashion? And what‘s the brand’s ultimate contribution to fashion this season? Don’t just sell a product—create an experience, a story, a world that audiences want to be part of.

Interestingly, famed fashion journalist and magazine editor, Isabella Blow is credited with having discovered and fostered the careers of Alexander, McQueen and Philip Treacy. Isabella Blow was the original fanatic of the late British designer and was desperate to be a part of the Alexander McQueen brand from the start.

So activate your brand’s story like Alexander McQueen at Paris Fashion Week. Amplify its heritage and let its voice roar. Who knows, your brand could inspire a legion of devoted fans like Isabella Blow and leave an unforgettable mark—just like the legends of Irish folklore.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)