ALEXANDER MCQUEEN - BRAND EXTENSION

Alexander McQueen’s brand is known for their emotional power and raw energy, as well as the romantic but indomitably current nature of the collections. McQueen’s collections combine a detailed working knowledge of custom-made British tailoring, refined craftsmanship of the French Haute Couture atelier and the flawless finish of Italian manufacturing.

 

The brand extension for Alexander Mcqueen is based on the Spring 2010 Collection: Pato’s Atlantis. According to an internal logic detailed in a press release, McQueen was casting an apocalyptic forecast of the future ecological meltdown of the world with this collection. Important to mention is that this was the last collection designed by McQueen and also has been an icon for the brand and extremely recognized by the public.

 

The brand extension consists of two models of sports shoes and one model of slides.

 

track shoes have features such as neoprene which contains the print on the shoe and has a lightweight perfect for running the track. In its inside, it will have Aqua flywire technology that helps and supports the foot and prevents it from slipping when running. It also increases flexibility in every movement. Also, It contains a mid-full length phylon mold for weight cushioning. Moreover, the shoes have full-length spikes on their soles for durability and grip.

 

training and gym shoes. It is made out of neoprene that contains the print and has a light perfect weight for training. It also contains a mesh on the top of the shoe and around the ankle for breathability and support. The Earthflywire technology on its inside helps and support the foot and prevent from slipping when running. This technology increases the flexibility in every movement done while training. Additionally,  It has a full-length phylon mold for weight cushioning and the sole featuring a hexagonal pattern which provides flexibility and exceptional grip.

 

slides are made out of rubber. On the top straps it has a neoprene print Air stuck to a rubber layer and on its sole, it has me made out of an ultra-lightweight rubber for ultimate comfort.

Process Book

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