McQueen reinvents the Banshee in a spellbinding campaign

With East London as its setting, this collection captures the fierce seduction of London's youth, the diversity of these characters who roam the concrete banks and sprawling avenues of the city, in search of its immediate pleasures.

“The banshee is rooted in McQueen history, but it’s also a story I grew up with and so it’s deeply personal to me – I remember my mother talking about it in Ireland, describing the cry of this lonely, ominous figure. To me, it represents something real and powerful today. The idea of someone who has feelings and is outspoken; someone who can be seen as a guiding force,” reveals Seán McGirr, creative director of the British house.

Summer 2025 focuses on sunglasses: extra volumes, coloured lenses and bold frames for a look that certainly won't go unnoticed. But what will be the real must-haves?