Relocating the show made the intention of a reset clear. What will drive the message home over the next few years for D’Attis, who spent most of this summer entrenched in the brand archives, is focusing on tailoring and occasionwear, which he feels are the cornerstones of the brand. “Lee was trained in Savile Row, and precision tailoring was a real obsession of his. He was focused on the technicality of a garment, the way it’s cut. And so it has to be an obsession for us too. It’s a very important point of difference as we have real credibility in this field.”
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That credibility will be further underscored by the house’s involvement in The 90s: Art and Fashion exhibition set to open on October 8 at Tate Britain. The works of photographers such as Corinne Day and Juergen Teller, artists like Damien Hirst, Tracey Emin and Sarah Lucas, and fashion designers including John Galliano and Alexander McQueen have been curated by Edward Enninful OBE to offer an updated look at what was a defining decade for British culture.
“McQueen emerged from the same spirit of experimentation and creative disruption that defined the 90s in Britain. We are supporting the exhibition as a means of celebrating our legacy as well as the incredible artists who fueled that decade. Through this partnership, we want to reinforce our commitment to British art and craft,” says D’Attis.
A relocation, a new product strategy and a well-timed sponsorship; it feels like a lot for anyone to have put together in just three months. But for D’Attis, it is just the beginning: “Before you start a job like this, you have some ideas in mind that you think make sense for the brand. Then you implement some quick wins that are obvious, while working on the wider brand strategy and narrative that will steer the next three years. We are actually at the point of finalizing that strategy because we will be presenting to the group in the coming weeks,” he explains.
Where does he want the company to be in three years’ time? “I want to have grown McQueen’s ready-to-wear and our shoe category to be well proportioned within this business. I want us to be a leader in tailoring, and uncompromising when it comes to the quality of our products.”
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