3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




Alexander McQueen: Mind, Mythos, Muse is an examination of the encyclopaedic influences of British fashion designer Alexander McQueen. As one of the most extraordinary and significant fashion designers in recent memory, McQueen was lauded for his conceptual and technical virtuosity. 3 Deep were commissioned by the NGV to establish a layered and theatrical campaign that sought to highlight the twin processes of inspiration and creation.

As one of the most significant contributors to fashion, McQueen was a conceptual and technical virtuoso whose collections reveal a depth of references spanning time, geography, media and technology. Launched to coincide with the NGV’s signature event, the NGV Gala, our campaign draws inspiration from the theatrical, layered and provocative nature of McQueen's work, while seeking to excite the nations fashion cognoscenti.

People don’t want to see clothes, they want to see something that fuels the imagination – Alexander McQueen

Taking a reflective, introspective look at McQueen’s artful design process, the exhibition explores the designer’s work alongside his influences, pairing garments and artworks drawn from across LACMA’s and the NGV’s vast collections. These cross-disciplinary juxtapositions, spanning art from a multitude of mediums, eras, and cultures, highlight McQueen’s mindful approach to storytelling through fashion.

The National Gallery of Victoria is the oldest and most visited gallery in Australia and within the top 20 most visited museums in the world. Situated over two magnificent buildings – NGV International and NGV Australia – the Gallery hosts a wide range of international and local artists, exhibitions, programmes and events; from contemporary art to major international historic exhibitions, fashion, design and architecture.

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