Alexander Mcqueen - Alexander Mcqueen Aim To Dominate British Fashion

Alexander McQueen plan to dominate the British fashion industry.

The UK fashion house is aiming to beat leading names like Burberry, Stella McCartney and Vivienne Westwood to become known as the best of British luxury.

Alexander McQueen CEO Jonathan Akeroyd told WDD: ''[Our goal is] to be known to be the best British luxury ready-to-wear brand, and we're very much on track for that.

''The last two years have been something that I think most brands haven't gone through in their lifetime. It's been a very hectic time.''

The fashion label - favoured by celebrities like Rihanna, Lady Gaga and Bjork - was taken over by Sarah Burton after the suicide of Alexander McQueen in February 2010.

Jonathan credits Sarah for the company's current success and raising the brand's profile thanks to the high-profile wedding dress she designed for the Duchess of Cambridge last April.

He added: ''With Lee's passing we had a year of transition - and it went far better than we expected. We were so fortunate to have Sarah take over - it was almost seamless.

''It was a sad moment, but positive as well. We then planned to continue the momentum that we were experiencing when Lee was with us.

''Through all of the sadness of Lee's passing we all felt that he'd left us with so much. We saw opportunity through the sadness. Our fortune was in having such to Lee.''

McQueen have a host of new projects in the pipeline with store launches in China's Shanghai and Hangzhou and in Hong Kong and Dallas.

The first special menswear store is set to open in September on London's Savile Row.

Jonathan added: ''It's a question of keeping a focus on the product and keeping the momentum going. But that's a nice challenge to have.''


Contactmusic

Tags: Alexander McQueen - Bjork - Dallas - Fortune - Hong Kong - Lady GaGa - Rihanna - Stella Mccartney - The Fashion - Vivienne Westwood

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