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Alexander McQueen asked Punchdrunk to create a top secret Fashion Show concept for Sarah Burton as part of her McQ A/W 2012 collection, that was to include music, set and performers.

Punchdrunk created a magical autumnal forest revealed only at the end when the star of the show, Kristen McMenamy, finds the end of a rope hidden in a bed of leaves on the floor. As she pulls and follows the rope she reveals the breathtaking real forest and a broken-down shack hiding a speakeasy called the Core Club.


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Creative Team

  • Director

    Felix Barrett

  • Designers

    Livi Vaughan & Beatrice Minns

  • Sound Designer

    Stephen Dobbie


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