McQueen SS04 “Deliverance”

The ask:

For this assignment, we were challenged to select a designer or brand's collection (post-1959) and analyze its major themes, historical references, and cultural influences. Individually, we explored how the collection reflects the era's zeitgeist, including social and political shifts, and examined the designer’s philosophy and aesthetic characteristics. The focus for this assignment was how the garments reflect or challenge societal norms, using fashion terminology to describe details and silhouettes.

Skills

Adobe

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Collaboration

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Excel

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Research

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Pitching

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Leadership

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P&L Statements

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Adobe • Collaboration • Excel • Research • Pitching • Leadership • P&L Statements •

Process

Inspiration & Research

Inspiration: The largest inspiration for this collection was the Depression-era film They Shoot Horses Don’t They? (1969). The themes of burnout, distress, and societal pressures in both the film and the Depression era provided the foundation for McQueen’s narrative-driven performance.

Personal struggles: McQueen’s personal struggles were mirrored in the collection’s raw and intense themes, shaping my understanding of how fashion can be a medium for personal expression and social commentary.

Design and Performance Integration

McQueen’s SS04 collection was not just about clothing—it was a performance. I studied how McQueen reversed the typical fashion show narrative, starting with glamorous evening gowns and ending with distressed, tattered looks to emphasize the theme of burnout.

Choreographed Dance Marathon: Models physically exhausted themselves, highlighted the collection’s thematic exploration of societal pressure and mental health struggles. I learned the power of integrating performance with design, creating an immersive experience that speaks to both the physical and emotional aspects of fashion.

Key Looks and Their Symbolism

The key looks in McQueen’s SS04 collection were designed to reflect the themes of burnout, desperation, and societal expectations. I analyzed several standout pieces, such as a mermaid-style gown with a butterfly stained-glass print and a tattered evening dress, which symbolized the transition from beauty and glamour to exhaustion and collapse. The inclusion of historical references, such as the 1930s handkerchief dress and exposed-breast gowns, added layers of meaning related to femininity, vulnerability, and social pressures. Through this, I learned how McQueen used design elements not only for visual impact but to tell a deeper, emotional story.

Outcomes

The McQueen SS04 “Deliverance” collection taught me the importance of storytelling in fashion. I learned that fashion can be a powerful vehicle for exploring complex themes such as mental health, societal pressure, and personal struggles. McQueen’s ability to merge performance with design showed me how a collection can transcend the runway, becoming a complete immersive experience that conveys deep emotional narratives. Moving forward, I will incorporate a greater focus on how fashion can serve as a medium for both creative expression and social commentary.

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