McQueen looked to youth and sub culture for this Spring/Summer 2010 ad campaign-
The more established a brand is the more one can take risks. Both McQueen and Comme des Garcons have abandoned the stereotypical beauty shot for a carefree youthful ad. It's no longer about the clothes, but rather, the lifestyle.
The Fourth Sex: Adolescent Extremes
Comme des Garçons advertising campaign,
Fall/Winter 1988-1989, Photo Jim Britt.
