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Alexander McQueen Wins Brit Insurance Fashion Award 2010

McQueen (1969–2010) was named one of seven category winners at the Brit Insurance Design Awards 2010 for his latest spring/summer catwalk show.

March 9, 2010 - Fashion designer Alexander McQueen described his interpretation of Atlantis as a fantasy place that never existed, a metaphor for anywhere people find sanctuary in hard times. The designs themselves bring to mind a futuristic underwater world dominated by reptile patterns and alien features, with shoes that encase feet like armored hooves. The presentation of McQueen’s collection proved as much a talking point as the clothes themselves.

Alexander McQueen - Spring/Summer 2010 Catwalk Presentation, Plato’s Atlantis, UK from SHOWstudio on Vimeo.
Designed by Alexander McQueen | Catwalk presentation: Alexander McQueen, Nick Knight, Raquel Zimmerman and Ruth Hogben

Photos courtesy of
Broadcast live over the internet by Nick Knight’s SHOWstudio, the event was thrown open to everyone not just the usual select group of industry insiders, celebrities and journalists.

The broadcast proved so popular that the demand crashed the website. The popularity of the event has perhaps suggested the future direction of catwalk collection presentations.

According to BBC News; “Paula Reed, judge and style director of Grazia magazine, said the show emphasized the "enormity of his loss". McQueen beat other fashion collections, including Beth Ditto's clothing label at Evans, to take the award.

Ms Reed stressed the jury did not give the award to McQueen, who was found dead at his London home on 11 February, for "sentimental reasons".

She said the video presentation of McQueen's last show was one of the most "compelling" pieces in the awards exhibition at the Design Museum. "Among the fashion nominees, Alexander McQueen was a clear winner," she said.”

Brit Insurance Designs of the Year Exhibition at the Design Museum can be visited until 6 June. From the comprehensive list, the jury selected the seven category winners an  announced on 4 March. The finalists will find out who will win the overall Brit Insurance Design of the Year 2010 at the Awards Dinner on 16 March.

For more information:

OPENING: 10.00 -17.45 daily. Last admission: 17.15 | PUBLIC INFORMATION T: 020 7940 8790 | W:
Lee Alexander McQueen 1969–2010
Tragically, Lee Alexander McQueen died on 11 February 2010. He was one of the most gifted British fashion designers of his more
Alexander McQueen website | SHOWstudio website

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