Alexander McQueen Web Design
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online.
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Timeline
3 months
Timeline
3 months
Timeline
3 months


Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.


Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.


Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.


Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Alexander McQueen Web Design
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online.
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Timeline
3 months
Timeline
3 months
Timeline
3 months


Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.


Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.


Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.


Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Alexander McQueen Web Design
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online.
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Services
Web Design, Branding, UX/UI Design
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Tools
Figma, Adobe Creative Suite
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Value
Bringing the Main Line’s Seasonal Story to Life on the Web
Timeline
3 months
Timeline
3 months
Timeline
3 months


Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
Introduction
In Autumn 2023, I joined the Alexander McQueen team as a freelance Web Designer to help bring their main line’s Autumn/Winter campaign to life online. Known for its meticulous craftsmanship and boundary-pushing narratives, McQueen needed a seasonal digital presence that echoed the emotional depth and visual sharpness of the collection. While the collection itself explored contrasts—rawness and refinement, boldness and vulnerability—my task was to translate those values into an elegant, accessible web experience.
Note: This is an NDA project. Most design assets have been withheld, with the exception of a single screenshot from the live landing page.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
My Role
As a contract Web Designer, I focused exclusively on the campaign's website—not the broader branding or print. My responsibilities spanned:
Designing digital assets in alignment with the brand’s visual identity
Creating accessible layouts that met WCAG standards
Collaborating with in-house and external teams to extend the style guide for digital use
Ensuring brand consistency across screens, resolutions, and global audiences
While McQueen’s art direction was well established, this role required interpreting that legacy into a modern digital space—without compromising on performance or accessibility.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.
Design Challenge
The main line of Alexander McQueen carries a heavier visual and emotional weight than its sister brands. It’s more sculptural. More poetic. My challenge was to create a digital experience that felt cinematic yet restrained—highlighting campaign imagery, but also offering users a seamless journey from entrance to purchase conversion.
The campaign needed a landing page that was immersive but not overwhelming, accessible but not sterile, and luxurious without slowing down on mobile or desktop. The goal was to support the campaign’s storytelling, not compete with it.


Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.
Approach
1. Translating Editorial to Web
McQueen’s campaign assets are crafted with a strong editorial sensibility. My first step was ensuring these visuals could breathe in a digital format—full-bleed photography, intentional white space, and a layout rhythm that mimicked page turns or gallery pacing.
2. Extending the Style Guide
I worked closely with the internal brand and development teams to adapt fonts, color usage, spacing systems, and micro-interactions into a responsive web style guide. While McQueen’s identity is strict, there was room for subtle digital flourishes—hover states, scroll reveals, and parallax moments that added sophistication without distraction.
3. Accessibility-First Design
Alexander McQueen's audience is global and diverse. Meeting WCAG 2.1 standards wasn’t just a technical checkbox—it was part of honoring the brand’s commitment to inclusion. Color contrasts were tested rigorously, font weights were optimized for readability, and alt text was woven into every visual touchpoint.
4. Mobile and International Optimization
Because the campaign was launching globally, every asset needed to scale across languages, devices, and bandwidth conditions. I worked with the dev team to stress-test layouts under varied scenarios—especially in regions with limited connectivity—to preserve the emotional impact of the campaign across touchpoints.


Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.
Results
The site went live in early September 2023 alongside the global campaign rollout. While results are proprietary, internal feedback praised the site’s:
Visual cohesion with the rest of the campaign
Improved performance across mobile and international markets
Seamless navigation and storytelling
High accessibility rating and compliance
Due to NDA, only a single screenshot of the final landing page is available.


Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Conclusion
This project was a lesson in subtlety and strength. Working on the main line of Alexander McQueen meant honoring a legacy while ensuring the campaign remained digitally inclusive and emotionally resonant. Every interaction, every element had to feel intentional—just like the clothes themselves. I’m proud to have helped shape a digital experience that let the fashion speak for itself.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com