McQ unveiled its new collection with a "fashion film" at London Fashion Week.
The brand held a show for its autumn/winter 2013-14 collection today (15.02.13), and revealed its latest designs in a black and white video short featuring Maria Bradley and Botond Cseke.
Alexander McQueen CEO Jonathan Ackroyd told Vogue: "We wanted to try different ideas of introducing McQ each season so for autumn/winter 2013-14, we've integrated a fashion film with a series of mood images and lookbook to launch the men's and womenswear collection.
"The film and imagery captures McQ's youthful aesthetic, offering something that remains true to the brand's rebellious and urban heritage."
The film, which is set in London, was inspired by 20th Century Czechoslovakian avant garde cinema, as well as post-war Italian films.
McQ is known for digressing from a traditional runway approach to its fashion shows - creating a woodland visage at its February 2012 show.
London Fashion Show kicked off today with no less than 16 brands showing their new autumn/winter collections.