Context & Challenges
McQ, Alexander McQueen’s blockchain-powered creative platform and clothing label, partnered with TONG to launch ‘Breathe’ in China – an icon designed to combat urban stress and inspire mindfulness in fast-paced city life. As part of McQ’s ongoing expansion in China, the campaign needed to connect the brand’s experimental design ethos with local audiences, translating functional, lightweight beauty into a message of calm for Asia’s most densely packed and humid environments.
Strategy & Execution
TONG developed a creative strategy that placed McQ’s ‘Breathe’ icon within a broader cultural conversation around balance and wellbeing. Drawing on the collection’s fusion of functionality and artistry — from industrial designer Tom Ducarouge’s breathing apparatus to artist Tsuaina’s meditative soundscape — we positioned ‘Breathe’ as both a product and a mindset.
We curated a line-up of China’s emerging creative voices in music, art, photography, styling and makeup to interpret the concept in their own environments. Photographer Huang Jiaqi moved fluidly between studio and home; makeup artist Valentina Yi shifted from set to nature; drag performer Yihao transitioned from the club to the countryside; and musician TRE paused recording to reflect on a rooftop. Captured across stills, video, and social-first edits, these moments showcased stillness over noise — rallying new fans and communities to take a pause in their hectic lives.
Results
The ‘Breathe’ campaign successfully connected McQ’s creative innovation with China’s emerging communities of artists, musicians, and culture-makers. By curating talent whose own lifestyles embodied the ethos of the collection, the campaign translated a product concept into an emotive cultural statement.
The multi-format content – spanning photography, video, and social-first edits – was shared across socials, delivering over 3.5 million impressions and engaging both core fashion followers and new audiences.
In addition to driving awareness, the campaign enriched McQ’s creative asset bank with versatile, locally produced visuals ready for use across multiple markets. It also deepened the brand’s credibility in China’s creative scene, cementing its position as a platform for cross-disciplinary collaboration and cultural exchange.
