Kaia Gerber stars in the latest campaign for Alexander McQueen, a move highlighted by Slash Bag’s spotlight and covered by WWD. The appearance marks a new chapter for the British luxury house, signaling its willingness to cast a globally recognized face for accessories in a campaign where fashion meets storytelling.
Gerber’s first ever campaign for Alexander McQueen centers on a striking accessory line, with the Slash Bag taking center stage. The imagery was captured by Glen Luchford, a celebrated British photographer and filmmaker known for his collaborations with publications such as The Face, Self Service, and Arena, among others. The campaign showcases the bag in a bold red leather, a design that emphasizes sculptural lines and tactile richness. The handle features metallic rings, creating a modern, architectural silhouette that aligns with the house’s storied fascination with macabre elegance. Subtle branding—bones and skulls inlaid with Swarovski crystals—gives the piece a signature McQueen edge, a nod to the house’s iconography that fans recognize instantly. The retail price for the Slash Bag is listed at 2200 TL, grounding the luxury presentation in a concrete market figure (WWD).
Kaia Gerber is regarded as one of the most coveted models of her generation, known for her ability to fuse high fashion with a contemporary, youthful energy. Her collaboration spans prestigious names including Calvin Klein, Burberry, Coach, Prada, Chanel, Fendi, Moschino, and Saint Laurent, with her presence gracing the covers and major campaigns of top fashion magazines such as Vogue. This blend of commercial appeal and editorial credibility positions her as a compelling ambassador for a brand like Alexander McQueen, which often seeks a strong, modern voice to anchor its luxury storytelling (WWD). The synergy between Gerber’s persona and the McQueen aesthetic helps translate the brand’s historic codes into contemporary accessibility for a global audience.
Beyond the campaign itself, discussions surrounding Gerber’s career trajectory reflect broader industry dynamics, where young ambassadors are increasingly selected for their ability to resonate across diverse markets. Her work with McQueen fits into a broader pattern of luxury brands leveraging the appeal of rising supermodels to broaden reach in North America and beyond. The collaboration also underscores McQueen’s ongoing strategy of pairing high-concept fashion with accessible, highly photographed campaigns that can travel across print, digital, and social platforms. Observers note that this approach reinforces the house’s identity while inviting new audiences to engage with its daring silhouettes, intricate detailing, and theatrical storytelling, all of which have become hallmarks of the brand’s modern narrative.