This season of designer resort collections has seen a lot of flirty, floral fashion, but the Alexander McQueen Resort 2012 collection has taken a different approach. While it maintains the elegant femininity that epitomizes the collections of Donna Karan and Diane Von Furstenberg, it adds an element of tough-girl boldness that sets it apart from other high-end collections.
Creative director Sarah Burton used a series of accents in the collection to unify pieces in its militaristic theme. Fashion Gone Rogue says of the line: "From delicate lace skirts to belted trenches, the McQueen woman exudes strength and beauty with detail-orientated designs juxtaposed with strict structure."
When Burton took over McQueen last year following the original designer's tragic death, the expectations projected upon her by the fashion world and the public were unmatched, but with this most recent collection, she has already proven she can deliver.
Implications - The history and evolution of resort collections has important implications for the target consumer audience. Initially intended for very affluent customers who spend the post-christmas/New Year’s weeks in warm weather climates, the popularity of these mid-season collections now extends beyond this small consumer base on account of the simplicity and accessibility of these designs.
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Concept: Alexander McQueen Resort 2012
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Segment: Females, 18-35
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