McQueen reveals its Spring Summer 2026 campaign with Caroline Polachek and Amy Taylor of Amyl & the Sniffers at the forefront, joined by Celeste, Alex Consani, and Sora Choi. Photographed by Harley Weir and set within a barren terrain of dusty earth, blazing sun, and a solitary tree, the images unfold inside a stark environment conceived by Academy Award-winning set designer Shona Heath.
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The campaign builds on the Spring Summer 2026 collection that debuted in October. Seán McGirr anchored the runway in folk horror imagery, drawing specifically from Robin Hardy’s 1973 film The Wicker Man. That reference shaped the visual language of the season. Neck corsets, drummer jackets, ultra-short skirts, and blood-red fabrics established a clear direction rooted in ritual intensity and dramatic tension.
In the campaign imagery, the scorched setting amplifies that atmosphere. Dust, sun, and open ground create a charged field around the cast. The single tree stands alone. Each woman projects control and clarity. McGirr describes this force directly: “Behind, and in front of the camera, each woman has a power that feels inherently McQueen. They bring the house’s propulsive spirit to life – uninhibited, but incisive and in control.”
The campaign extends the collection’s folk horror references into a contemporary visual context. Ritual themes from The Wicker Man echo through the blood-red materials and structured garments seen on the runway. Neck corsets and drummer jackets carry forward into imagery that emphasizes stance and composure.
McQueen’s Spring Summer 2026 campaign channels heat, tension, and ritual imagery through a cast that commands attention. The scorched landscape, the stark tree, and the blazing light serve a clear function. They situate the collection within an environment that reflects its intensity. Five women stand at the center, carrying forward the house’s propulsive direction with precision and force.
