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Designer Focus: MCQ

Designer Focus: MCQ

Launching a new label in the midst of a pandemic is no mean feat, but it seems almost fitting that MCQ should find its feet in unsteady times. A concept created to break the mould of the traditional fashion label - it has no creative director, no traditional hierarchy and doesn’t follow the typical fashion seasons – it’s come at just the right moment for a world that is looking to do things differently.

A one-of-a-kind concept, each MCQ collection, dubbed an ‘icon’, sees the brand work with a new creative collective. Bringing together fresh talents from across the globe, each icon becomes a world of its own, with its creative masterminds responsible for everything from the music playing at the launch party to the design of the threads.

Model wears MCQ
Model wears MCQ

Icon Zero is their permanent collection of wardrobe staples. A slightly different format to its predecessors, its a fashion blank canvas, so to speak. Featuring an easy palette of soft, grey tracksuits, chunky trainers in whites and blacks, and practical utility pieces that deliver style but also feel considered and functional for our current lives. 



The aim? To create a seasonless, gender-neutral collection that allows room for authenticity and independence. Each piece heavily features MCQ’s logo, the phantom jack, in a subtle reference to British heritage, with the message of openness and inclusivity at its centre. This truly is a collection for anyone.

Model wears MCQ
Model wears MCQ

Despite their standalone nature, you can see instantly how Icon Zero can be mixed into their previous icons – Genesis II, Arcade and Albion - and worn with what’s to come next – whatever that may be.

The future really is key here. In a fashion first, MCQ have integrated tech into their collections: each item comes with its own electronic tag, meaning you can scan your investment into your phone, register your garment online and instantly join the MYMCQ platform.

The aspiration? To create global, digital fashion wardrobes, that guarantee authenticity and allow you to collect and sell pieces seamlessly, no matter where you are in the world.The future of fashion has arrived.
Model wears all MCQ
Model wears all MCQ
Model wears MCQ
Model wears MCQ