I did some work with Alexander McQueen recently. As someone who never really “got him” when he was alive, it makes me incredibly sad that it has taken to so long to discover what he stood for and what drove him. Beyond the hype and the drugged up interviews. I’m writing a larger piece about him, but I have a quick highlight I wanted to share. His entire approach to the life, business and fashion was summed up (beautifully) in just ten words. If you’ve watched any documentaries about him, you probably caught him saying these ten words at some point.

“If it doesn’t change the industry I’m not doing it”.

I love that.

Can you imagine what our jobs (and industries) would look like if we all took that approach?


I took some very quick notes from which I’ve only just looked back over. I was scribbling so fast and overwhelmed by the incredible McQueen stage I was sat on. Reading them back, knowing what I now know about him, about his struggles and his hopes, really brings these words to life. Profound stuff.

He was a troubled but brilliant soul. The world is a lesser place without him in it.

“I’m not a fucking genius I just make stuff.

Fashion. It makes you not like you are, but how you might be.

It’s my first thought in the morning and my last thought at night.

It’s the only bloody reason for me.

It’s a fight like the way the world is, and the way we want it to be.

It’s how you’re seen. And who you are. And who you’re going to be.

It’s your secret armour.

You step into the right dress like a dream”.

Communications Designer @IBM • Climate Reality Leader • Lover of Old Business Books, Clever Technology and the NHS • Based in London, UK.

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