McQueen has revealed a new campaign to mark the Year of the Horse, staged in Shanghai and rooted in themes of renewal and emotional transformation.
Set against the city’s urban backdrop, the visuals channel energy and strength through a contemporary lens. The campaign centres on a group of seven individuals, connected by shared ambition and values, whose collective presence drives the narrative. Shot beneath the warm glow of the city at night, the group comes together for a modern take on the traditional New Year family portrait, symbolising unity, connection and a forward-looking spirit that aligns with McQueen’s sharp, uncompromising identity.
Check out imagery in the gallery above.
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