Alexander McQueen

As senior designer at the V&A I work closely with marketing, press and the curatorial team to make sure we tell the story of the exhibition through the print and digital campaign. I had to fight for the very macabre 'savage' image because it could be seen as intimidating but I think the lead image we used for the poster and print campaign encapsulates the whole idea of both savage and beauty.

My approach to the savage beauty designs was to capture the slick high end luxury feel whilst retaining the dark sense that comes through Lee McQueen's work. We wanted to highlight the less known collections as well as the obvious ones. The events like the dinner are very high profile with a number of celebrity guests so lots of beautiful foils and stock were important for the invites and press pack here. A lot of my work is making sure we work with great printers like Push and FE Burman to come up with the most high end creative work we can, with often very tight budgets.