Live in 1999. Today, ahead of its time.
There’s always something very special and exciting about live events. Even more in these days, when “experiential” and ‘immersive” are every brand’s aspiration. But looking back at Alexander McQueen Savage Beauty 1999’s Fashion Show we still can see something unique and one of a kind, but mostly ahead of its time.
Nature versus machine, fear, exaltation and sensuality were recurrent themes on McQueen’s work and he always turned it up to 11 with his fully theatrical fashion shows. Combining his famous sophisticated craftsmanship and tailoring with his fearless and experimental artistic expression, he took fashion shows beyond a simple display of clothing.
Savage Beauty show ended with Shalom Harlow standing at the edge of a turntable, her arms above her head, protecting herself from two robot arms spraying paint on her virginal white dress.
21 years later, when fear of automation is a current topic in today's culture and society, Savage Beauty ending is still as relevant and powerful as ever.