Film Office helps bring back fashion to the Capital

The Film Office helps Alexander McQueen get back to its East London roots with one of our private rooftop locations, marking the brand’s first London show in 20 years. 

The Film Office facilitated the perfect stage for the brand that would bring their ‘Storm Chaser’ vision to life.

The SS22 collection, inspired by the unpredictable skyline of the capital, was set to encompass the environment of the designer’s birthplace.

The private multi-story car park based in Tobacco Dock, provided a 360 view of the London skyline which was transformed into a cloud-like temporary structure designed by Chilean architect Smiljan Radi?.

Alexander McQueen SS ’22 (Courtesy)

The clear inflatable bubble was held up by steel tensile cables, installed on top of a raised structure making space for the backstage areas and air vents which kept it afloat

The collection was showcased on a sunny October afternoon, requiring over two weeks of preparation to erect the bulbous structure, and broadcast the live show from the clouds. 


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The inspiration of the city, and the magnificent location of the Tower Hamlets borough car park, breathed life into designer Sarah Bruton’s London skies collection.

Sarah Burton said, Stormy skies are what we’ve been living through, so it’s about darkness and light, this is a show celebrating London as our home – my home, my team’s home, and the brand’s home – and unpredictable skies are a part of London life.”

The show hosted 300 guests including Emilia Clarke, Vanessa Kirby, and Kosar Ali, who watched Naomi Campbell close the show in black tulle flecked with crystal raindrops.

Alexander McQueen SS ’22 (Courtesy)

The Film Office also facilitated the latest Craig Green Autumn / Winter collection in our Newham borough’s industrial docklands district. 

This show marked the second fashion show returning to the capital for The Film Office and the fashion industry. 

After the show, Craig Green said, “I guess it was about kind of feeling things again, being able to experience things in reality and touch things—and I guess kind of for comfort, but also for suffocation.” 

The events team required minimal prep, using only the backdrop of the private abandoned warehouse location, setting a brutalist theme for the live show.

Photo: Courtesy of Craig Green

Emily the film officer on the job said, “Working with Alexander McQueen for their London show was insightful, and watching the live show across London with the audience was a memorable experience to be part of. The build was impressive, and the car park was the ideal space for the vision that Sarah had. Changing the venue for the needs of the client meant a lot of aspects of the location needed to be amended, but the overall result was captivating. We look forward to hopefully working with them on other sites in the future.”

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