“I want to be the purveyor of a certain silhouette or a way of cutting, so that when I am dead and gone people will know that the twenty-first century was started by Alexander McQueen.” - Alexander McQueen

Finding Beauty in the Dark

VMGROUPE was commissioned to develop and execute an out-of-the-box go-to-market marketing strategy for the launch of Alexander McQueen’s new Fragrance McQUEEN. As a thought-leader and strategic creative partner, we elected to rename the fragrance, and handled the development and creation of powerful storytelling and key visuals to set the foundation of what is today’s most successful fragrance franchise for Alexander McQueen Fragrances.

VMGROUPE developed the Brand Strategy, Branding, Storytelling, Copywriting, Content Creation, Product Photography + Post, Brand Video, Augmented Reality App Design + Development, Luxury Marketing Collateral Tools, Brand Book Design, and Spatial Design for the launch of McQueen, by Alexander McQueen. 

Finding Beauty in the Dark

01. AR Design

02. AR Experience

03. AR Development

Watch the Campaign