I L O V E the new campaign for McQ which my good pal Niall O'Brien shot. Its freaking brilliant! Shot on real models (and dogs) on a road trip around America with a bag full of the new collection, the images are sincere, atmospheric and provocative.
It's a strong enough campaign to put the McQ brand in a completely new stead. Niall who already has artistic credibility off the back of his 'Good Rats' exhibition, took a brave move with this campaign, and I think it's worked hugely in both his and McQ's favour.