Expressive by Alexander McQueen
This concept introduces an entry-level makeup line that translates McQueen’s avant-garde couture language into wearable forms. Guided by cultural research, the project explores how British heritage, Gothic romanticism, and subcultural rebellion can live within the rituals of beauty.
The collection bridges the theatrical with the everyday—designed for those who see makeup as both armor and art. Through material culture analysis, runway archive study, and consumer insight into Gen Z luxury behaviors, this extension offers a tactile gateway into the McQueen universe—one that democratizes couture without diluting its intensity.
