“He could never design the collection without knowing what the show was” Sam Gainsbury (produced all of the McQueen’s shows )

The fashion week is always one of the biggest happenings in the year. It is a part of the fashion business and fashion labels invest big budgets in order to organize the most unforgettable shows. On the other hand it is a kind of Art installation. And we have to admit that some brands manage to make a history with an event that last only around 20 minutes.

The location, the set, the clothes, make up, hair : it is all part of this installation. It is more than advertising – it is something that creates the brand identity. So there is always a collaboration of great artists behind. Personally, my favorite shows were always coming from Alexander McQueen. Nobody else represented collections like he did. It has been always something unexpected. Of course he had a great group of collaborators: the jeweler Shaun Leane, the milliner Philip Treacy, the stylist Katy England, the art director Simon Costin, and the producer Sam Gainsbury.

But the men who managed to reflect the ideas and thoughts of designer creating the perfect set for the unforgettable show, is Simon Costin.

I think McQueen never really realized the importance and the uniqueness of his creations, and the land mark he was leaving each time on the map of fashion world and its history. He put his models through the rain, flames, spray painting, ice-skating and etc. It is worth going through all the history of his fashion show.