Gary James McQueen is a talented British designer who worked alongside his uncle, Alexander McQueen as Head of Menswear at House of McQueen. Following the passing of his uncle, Gary James McQueen left the business and now works under his own name, creating exceptional art and digital fashion.
Gary James McQueen became a part of York Fashion Week, and NIMA was tasked with the role of creating an impact in the city. To have such a pioneer in fashion be attending the event was a huge coup for YFW, and it needed the perfect theatrical launch.
After researching Gary’s work, Nicky Hayer became fascinated with the intricate detailing and vibrancy that was consistent through his artwork. The way he played with dimensions was genius, and we began exploring how we could show his work in a new, more in depth way too.
After some exciting meetings with Bentley Leeds, we came up with the perfect tribute to Gary’s work. We then focussed our attention on sourcing the perfect venue and suppliers to make an impactful event in the heart of York.
Guests arrived at Yorkshire Museum Gardens and were escorted through an empty park to where a stunning Bentley Continental GT was parked outside the Yorkshire Museum entrance. The Bentley was emblazoned with the signature Vanitas Skull, designed by Gary James McQueen and featured in the McQueen documentary.
As they sipped a glass of prosecco, served to them by Lucia York, our guests were invited to explore the car but also the tranquil gardens at night. They then stepped into the museum and enjoyed a private screening of Gary James McQueen’s digital fashion show, before listening to a Q&A between Gary and our guest host, Rachel Peru.
The event was a sell out and the story was picked up by media outlets across Yorkshire. Gary James McQueen had landed in York, and he’ll be back.
Selected Client Work
Master DebonairStore launch for a menswear brand
The Cut & Craft x John LewisLaunching a special events calendar
Pepper Girls ClubCharlotte Crosby's iconic clothing brand
Bentley x Gary James McQueenBringing McQueen to York
Rolls-Royce Motor Cars LeedsIconic superbrand
LuciaVibrant dining experience
The VicesInnovative hotel concept
AlliumIntimate culinary concept