McQ Tumblr x Niall O'Brien

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McQ launched as the diffusion line for the main Alexander McQueen label and has proved to be its good humroued younger brother.  The label has launched its Tumblr site and is currently featuring a series of photos taken as part of a creative collaboration with London-based photographer Niall O'Brien. 


The great image above was taken during O'Brien's road trip across the American Northwest, the images capture the spirit of youth and adventure of McQ.  With small-town America serving as the backdrop and pieces from McQ's Spring/Summer 2011 collection featured in the photographs, the website will tell the story of these images and road trip through a series of blog posts. Adding to the experience, the site is built on blogging format Tumblr which adds a great sense of social element to the story, allowing followers to engage in a heightened sharing and interaction with McQ's content. 



Keep checking back here to see the rest of the SS11 shots. 
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