Moody Blues: McQueen's new film surveys the dark side

London – For the Alexander McQueen spring/summer 2014 campaign, American fashion photographer Steven Klein has worked with supermodel Kate Moss in a dark, dystopian display that blends murder and the macabre with avant-garde fashion.

Inspired by Michael Powell’s 1960 thriller Peeping Tom, the fashion film mimics the story of a serial killer who murders women using a moving camera. A distressed Kate Moss is surveyed around a mysterious location and her heavy breathing creates intensity. The colours are hypnotic – the fluorescent yellow hair, black bondage-like garments coated in gold accessories, and deep blue and green hues are reminiscent of a sci-fi film.

Luxury fashion brands are creating fantasy-driven and culture-fuelled narratives to engage with consumers. For more on how brands are using polarised concepts in marketing and media read our Faction Marketing macro trend and book a place at our The Polarity Paradox, our SS14 Trend Briefing.