Flohio And Sang Woo Kim Collaborate On Foam Campaign For MCQ By Alexander McQueen

From the house of Alexander Mcqueen comes MCQ, a creative platform with its own identity: A label that is also an ever-shifting collective.

At MCQ there is no creative head, only collaborators who work together to create collections the brand call icons for their collectors.

Driven by bringing new ideas to the table and giving creatives around the world a platform to create with minimal direction and maximum creative freedom, MCQ works with different collaborators each cycle (their seasons) to create culturally relevant campaigns and content.

Cycle One marks the delivery of the Foam capsule collection which features classic workwear styles reimagined with a focus on construction. For the third collection from the brand, South London MC Flohio features in the campaign, creative directed by former model turned multi-disciplinary fine artist Sang Woo Kim, along with photographers Cosmo Webber and Duncan London as well as director Ewen Spencer.

Playing with contradictions and textures, the Foam campaign uses sculptures made from discarded items sourced on the streets of London shot next to Foam pieces which used recycled textile waste fibre, industrial hardware and shipping graphics.

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