Nitty gritty

At the heart of this project was the need to convey the essence, beauty and quality of Alexander McQueen’s work. We wanted users to be able to see the amazing details up close, to have a more intimate experience with the clothes than they would from a simple catwalk image. Showcasing each garment from the range was a labour of love, as each one had its own, unique composition.

Inspired by the clothes themselves — the stitching, the seams, the colours and textures — we built a site using a mixture of Flash MX and XML, which allowed us to keep the visual appearance and the functionality of the site separate, and make it easy to build, update and maintain the site. The animations aimed to mirror the movement of the garments: like a row of clothes hanging on a rail, with lines swinging back to reveal deeper layers and more detail.

Highlights

• Working with the late Alexander McQueen, whose high standards inspired us to aim for similar heights with our own craft.
  
• Working with a client prepared to invest in creating exemplary imagery, video and design whilst other lux brands were still treating the web like a poor, smelly, unfashionable cousin.
  
• Picking up Poke’s first Webby for the site in front of Al Gore in NYC.