Innovative, emotional, uncompromising – all words that describe the romantic and provocative fashion of Alexander McQueen, a brand which has become synonymous with modern British couture. Integral to the Alexander McQueen culture is the juxtaposition between contrasting elements: fragility and strength, tradition and modernity, fluidity and severity. An openly emotional and even passionate viewpoint is realised with a profound respect and influence for the arts and crafts tradition.