Paolo Roversi Captures Maartje Verhoef In McQueen Parfum Launch March 2016

For the first time since assuming the position of creative director of Alexander McQueen after McQueen's tragic suicide six years ago, Sarah Burton has led the development of a new fragrance McQueen Parfum. 

This image from the campaign, accompanied by outtakes were shot by legendary photographer Paolo Roversi, feature Dutch model Maartje Verhoef posing in the woods of the 17th-century Chateau de Courances near Fontainebleau, wearing a custom-designed gown lavishly embellished with flack floral appliqués.

The images capture the dark romance that is an underpinning of the brand, although I find the Burton woman to be infinetely more powerful than McQueen's heroic but also devouring woman. Hence, his ambivalence.  It is Sarah Burton's vision of the McQueen  woman that lies at the heart of GlamTribale. 

Speaking on the fragrance itself, Burton says, “I wanted this fragrance to come from night flowers, the kind that exudes an eternal freshness once the day is gone... Here at McQueen, we are all about discoveries and the eternal blossom; originality in an atmosphere of tradition, craft, and daring.”

#BLOOMATNIGHT An Exotic Journey of Discovery

Dazed Digital shares a video about the elaborate, breathtaking development of a McQueen Parfum window.

More images by Paolo Roversi from the McQueen Parfum photo shoot.