If you think you don’t need to see Kate Moss looking like Tilda Swinton‘s more terrifying clone, you’re very wrong.
Alexander McQueen just released an incredibly eery short film to promote their spring/summer 2014 campaign. The Steven Klein-directed fever dream features a creepy, yellow-haired version of Kate who presumably wants to cut you up and store you in glass jars. Between her lack of eyebrows, chiseled cheekbones, and unblinking stares, I imagine they’re trying to compete with the new trailer for Angelina Jolie‘s Maleficent movie… but this McQueen ad is way scarier. I’ve watched it four times already, and I’m so freaked out by it all that I’m still only vaguely aware of what’s going on. I’ll try to break it down for you.
Some kind of secondhand electronics store is inexplicably open 24/7 on a completely deserted, wet street. Kate Moss must have run here after she saw that the Radio Shack she was planning on going to is out of business, because she’s breathing really heavily and jaggedly for the whole video. She’s just standing in the street, staring at flickery, old-timey TVs in the window display, which are all playing B-roll from low-budget horror movies. Kate doesn’t seem too worried about it.
Then she realizes that a man with knuckle tattoos has been standing behind her the whole time, filming her with what looks like one of those USB video cameras that everyone got for Christmas in 2010. Kate slinks away in her leather coat and opens a mysterious door. Someone in the shadows drops a Barbie doll effigy of her in a trashcan. She doesn’t even care.
Kate walks up the stairs of her creepy apartment and slowly takes her clothes off while ignoring the fact that she should get that grandfather clock fixed because its chimes are way too loud and ominous. She stares straight at the camera. That’s it. ART.
This isn’t the first time that Alexander McQueen has released a drugged-out nightmare of an advertisement, and I sincerely hope it won’t be the last. I’m very confused and a little bit aroused and I feel like that was the goal. You can see the print ads here.