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# Alexander McQueen a/w 2012
- URL: https://www.protein.xyz/alexander-mcqueen-a-w-2012/
- Published: 2012-07-31T15:15:48.000Z
- Updated: 2025-05-28T11:02:12.000Z
- Description: A Web 1.0 aesethetic and glitchy graphics are the style of the fashion giant's latest campaign.
- Author: Protein
- Tags: Seeds, Fashion, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3892/3eace1cc-1fb6-427c-8840-15d715eae5ce.jpeg)

No sooner had we brought you art project [Ruins](http://prote.in/feed/2012/07/Ruins?ref=protein.xyz), which explored what remains of Web 1.0, did fashion giant [Alexander McQueen](http://www.alexandermcqueen.co.uk/alexandermcqueen/en%5FGB?ref=protein.xyz) unveil his a/w 2012 campaign video featuring a similar aesthetic.

Created by David Sims and featuring model Suvi Kopone, the video harks back to videos in the 90s with its glitchy style and psychedelic colour scheme.

It's not the first time luxury brands have been inspired by this aesthetic (see the [Lanvin GIF campaign](http://prote.in/feed/2012/02/lanvin-spring-summer-2012?ref=protein.xyz), for example), but its interesting to see a mainstream brand go one step further and create a full online campaign inspired by the online visal trend. Check out our briefing on the trend [here](http://prote.in/briefings/2012/03/web-1.0-nostalgia?ref=protein.xyz).

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3892/a0d08ad1-0a86-47a8-a809-4366b93dc900.jpg)