Introduction：With a limitless free spirit and raw energy that pulses through the collections, McQ takes its inspirations from creative youth sub-cultures. Referencing subversive music, art and culture across the decades, the McQ wearer refuses to be constrained by rules or establishment, always pushing boundaries.
This season, Autumn/Winter 2018 introduces Documenting Youth, a campaign shot to celebrate the spirit of youth on the streets of Shanghai and Beijing. Students, models, DJs and artists scouted from creative communities across China, were captured wearing the new season McQ collections.
The project is showcased with Nylon magazine to mark its one-year anniversary, with a launch party taking place on 5th September at the underground Arkham Club. The exploration of China's contemporary youth cultures will continue over the coming seasons. Rachel Shi, from Dealmoon will be attending this exciting event and posting live coverage!