Innovative, emotional, uncompromising – all words that describe the romantic and provocative fashion of Alexander McQueen, a brand which has become synonymous with modern British couture. Integral to the Alexander McQueen culture is the juxtaposition between contrasting elements: fragility and strength, tradition and modernity, fluidity and severity. The wild and magical coastal landscape of the Shetland Islands was the origin of the Spring/Summer 2017 collection. Their natural beauty has inspired local artisans who have passed their skills down through generations of women for centuries. In particular, gossamer fine Shetland Lace, worn by crofters’ daughters and royalty alike, woven with indigenous flora and fauna – wild heather, clover, poppies and roses; sea birds and underwater creatures both real and mythical – is re-imagined. Alexander McQueen’s Spring/Summer 2017 campaign is set amongst the beauty of the infinite sand dunes next to the sea. Working with Jamie Hawkesworth for a consecutive season, the model Vittoria Ceretti is photographed in the changing light of the landscape; she appears dreamlike, sensual with an effortless simplicity.