What Bath Salts and the New McQueen Promo Video have in Common
When walking into an Alexander McQueen store and admiring all the amazing new Fall fashions, it is common to drool a little and even get exited about the clothing for the opposite sex as they are pieces of beautiful art that acts as an endorphin mimicking feelings of super human perception and appreciation for the looks in front of you. In other words, when you walk into a McQueen store, your petuitary gland goes on the fritz and you loose all control… at least that is my excuse when I walk out of there and break the bank. In any event this feeling may have inspired the new video Directed by David Sims which is a psychadelic trip if I’ve ever seen one… which, I haven’t BTW…
The model who got the pleasure of being thrown around by a high powered fan and then painted with trippy colors was none other than Suvi Koponen. Her talents are unmatched, the way she takes off and puts on the McQueen wrap-around visor is just… Wow.
In the end I couldn’t help thinking that this video is in some way representative of a hallucination or chemical experience. Designer Sarah Burton explained after the show that the collection was reflecting “a beautiful future, positivity, [and] optimism.” and went on to say “I wanted lightness, the sense that the dresses were hovering.” Perhaps the only resemblance to this description and the video was the floating part. Or perhaps the director thought Burton was on “Bath Salts” or maybe he was on “Bath Salts”… at the end of the day someone was on hallucinogens and the result is this opiate omnibus of outlandish colors and images.
To be honest, I am appreciative of the director and what he was going for, but as far as high fashion videos go… this was not at all my favorite. I think the short film strays from what Burton had intended with her collection and I believe it was produced to ascertain buzz and new clients rather than truly depicting the collection and its initial inspirational focus. Watch the video below and tell me what you think.