Ophelia Finke instagram takeover last year allowed her to lay claim to the younger Alexander McQueen, McQ brand, reaching their younger audience via social media. However this collaboration for the new McQ spring 2015 campaign will raise Finke to the upper echelons of the front row's esteem, showcasing her artistic work to a global platform.
Artist Ophelia Finke
Central St Martins trained Ophelia Finke was exhibited in the ICA's Bloomberg New Contemporaries exhibition, 2013. Since then she has established herself as an installation artist, with work that focusses on everyday objects, often that have connotations with extremes - motorbikes and tyres - cleverly juxtaposed. Her signature look involves a laboratory coat, which she often sports. The fact that Finke's father was a pharmacist may go some way to explaining this medical element in her work.
Ophelia Finke and McQ
The new McQ advert is reminiscent of a quarry, with neutral colours and random objects carelessly - or so it seems - strewn across the room. Ophelia's helpers are also in the shot, creating a sense of unfinished work.
The model Michael Sharp takes centre stage, wearing clothes that embody the youthful and playful side of the McQ label.
This advert is timely given the recent innovation in campaigns for major labels: Joni Mitchell for YSL, Joan Didion for Celine and Catherine Deneuve for Louis Vuitton. In an increasingly saturated market, fashion labels are having to work harder to establish their identity so as to retain attention and customer loyalty to their brands.
Of the collaboration Ophelia Finke told Garage magazine: "It was a great experience, a good atmosphere and good food." She added "we were made for each other."
|What||Artist Ophelia Finke, new McQ spring campaign 2015|
|Where||McQ, 14 Dover Street , London, W1S 4LW | MAP|
|Nearest tube||Oxford Circus (underground)|
22 Jan 15 – 02 Jul 15, 11:00 AM – 7:00 PM