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The subcultural approach of Nan Goldin’s photography could not leave untouched the sublime fashion house, deciding to book her for the SS16 campaign. And the truth is that no other photographer could reflect better the well-known “hooliganism” of Alexander Mc Queen.

The shooting took place partly in Electrowerks, an Islington club in North London, during the party of the indie record label Warp Records, and partly in Spitalfields, a London neighbourhood known for its open flea market.

The new line stays focused on the famous androgynous style of Alexander Mc Queen, has a retro aesthetic influenced by the ’80s clubbing, while the campaign includes models like Mayka Merino, Jonah Larrington, the model – football player Taj Figueroa and the drummer of Swim Deep, Zach Robinson.

The American photographer who had declared in the past that “she wanted to get high from a really young age”, marked the ’80s and the ’90s with her raw photographs depicting her own hiv infected friends, beaten up lads, drug users and drag queens..

Greer and Robert on the bed, NYC 1982 by Nan Goldin born 1953

..while her first approach with fashion photography was in 2010 for Bottega Veneta.