Melbourne's Marais Men’s Boutique has been named as the exclusive Australian host of Alexander McQueen's new tech-backed label and platform MCQ.
MCQ is a is a technology-driven label and platform with an ever-shifting collective that partners with new creatives each cycle.
The label has no internal hierarchy, creative head, fashion calendar or rules, collaborators are able to express themselves in any way they see fit.
Each collection presented by MCQ is also fully traceable through its digital platform MyMCQ - a system that uses blockchain and NFC technology to unlock information and innovative features.
The platform delivers customers historical information on entire archives and items and also serves as a media hub where anyone can interact with the label, access behind-the-scenes content, interviews with collaborators and other creatives within the MCQ community.
The first collection by MCQ - The Ruined World vs The Living World - highlights man’s positive and negative effects on the planet.
The collection features functional and portable pieces including a waxed nylon backpack that transforms into a belt bag.
The Ruined World vs The Living World also utilises deadstock fabrics, creating limited pieces.