Into the Alexander McQueen dystopian world. Airbound automobiles soar beside brutalist skyscrapers, blurred by a blanket of photochemical smog. Kaia Gerber comes stomping. Thrown over her shoulder is a crimson edition of the Alexander McQueen Slash Bag, a  new member to the brand’s growing bag family with McQueen’s classic knuckle hardware and skull motifs. Through an automatic door, she happens upon an eerie room. To the model’s right are a lineup of ominous cyborg mannequins on alloy stands that calmly evoke the uncanny valley. Gerber stops at the last Ex Machina-like figure, a carbon-copy of her own likeness. Suddenly, a drone draws her attention from the bot, but, when her gaze falls again against it, its eyes flick open. In a fast flurry of panic, Gerber flees the stark space until, into the dark, her senses disintegrate. It’s a sublime sci-fi short film full of firsts; the first pre-collection campaign film for the London label and the first time Gerber has been captured by director Glen Luchford. The unnerving shots, interspersed with quick-cut CCTV frames, bring to mind meta-narratives of surveillance and perception – the Big Brother of it all.

Film and stills by Glen Luchford.

alexandermcqueen.com