Alexander McQueen- Drama

A masterpiece has roots in the artist thoughts. When we buy a painting or a book we discover the person’s identity that stays behind that product. This is applicable even for fashion industry where every designer put his mark on every piece of material. Nowadays, because of the fact that popularity comes along with issues in private life the PR Companies try to hide designers’ problems in order to promote a perfect life for their customers, clothes being the reflection of the man who design them. This issue is dramatically increased over the past years because some companies apply inappropriate PR techniques in order to cover the reality, promoting an ideology.

Alexander McQueen was a famous designer who died in 2010 because of the drugs consumption. The PR Company hidden his controversial life during his career and even after his death. McQueen started his career in his specific way, at 18 declaring his different sexual orientation, being pushed away by society’s preconceived ideas. Then, he releases his polemic fashion collections, becoming an idol for the most controversial celebrities like Lady Gaga or Madonna. What customers saw were just his ready-to-wear clothes because of the fact that the PR Company covered his private issues giving to the world only what they wanted to receive. 

The brand icon is a skull which may represent all the designer’s dramas. He lived two parallel realities, one full of unpredictable tragic events and one in the red carpet’s lights where the fame covered all his previous dramas. His collections were reflections of his mind, but most of the customers were more impressed by the appearance than the essence. This drama started with his sexual life, continued with his famous break up next to his drug addiction. If all of this was not enough he was accused to be a reason for Isabella Blow death, event in which he replied „These people just don’t know what they’re talking about. They don’t know me. They don’t know my relationship with Isabella”. Although, in 2010 his mother died, event which pushed him to suicide. This tragedy was handled by KCD making the brand to continue and they brought more popularity for his masterpieces.  

To always be on the top, some PR officers hide the truth and they promote a perfect saleable side of the product. Why? Some reasons for this strategy would be the desire to lead the market, to make profit and to reward international distinction. It is often seen that a lot of PR Companies apply this method in order to promote a large palette of products. The “Black PR” is still an useful tool, being consumed in multiple variations. The artist mind should be an ideological source for building horizons from sketches, not a covered stereotype that lives in a superficial society.