Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Alexander McQueen is a luxury British fashion house founded by designer Lee Alexander McQueen in 1992. The label is known for having dark and romantic designs. McQueen was often known as '' the hooligan of English fashion'', because of his unconventional runway shows and the name of his collections. His Autumn/ Winter 1995 collection entitled Highland Rape was met with much conterversy. He explained that it was the rape of Scotland by England which was personal to him since his family is of Scottish descent. McQueen has been quoted as saying '' I want to empower women. I want people to be afraid of the women I dress.'' ''People find my things sometimes aggressive, I see it as romantic, dealing with the dark side of personality''. He wanted women to be sexy, romantic and confident, while still embracing their roughness and edginess. He was named British Designer of the Year four times between 1996 and 2003. He was also given the title of CBE and named international designer of the year by the Council of Fashion in 2003.