Cotton ruffled mini dress.

In the same year, he founded the Alexander McQueen brand, standing out for a provocative, theatrical style rich in historical, artistic, and cultural references. His fashion shows became true spectacles, capable of uniting fashion, performance, and technology. Each collection told an intense story, exploring themes such as identity, nature, romanticism, strength, and human fragility.

In 1996, McQueen was appointed creative director of the French maison Givenchy, a role he held until 2001. While working in Parisian haute couture, he continued to develop his own brand, consolidating an international reputation thanks to the extraordinary quality of the craftsmanship, impeccable tailoring, and creative innovation.

In 2001, the brand became part of the Kering Group, allowing for significant international expansion. In addition to clothing, the maison expanded its offering to include accessories, footwear, bags, scarves, jewelry, and eyewear, always maintaining a distinctive style characterized by refined details, sculptural silhouettes, and iconic motifs such as the famous skull.

Following the passing of Alexander McQueen in 2010, the creative direction passed to Sarah Burton, who managed to preserve the maison's identity by reinterpreting its language with elegance and sensitivity. Her creations, including the famous wedding dress of Catherine, Princess of Wales, helped to further consolidate the brand's prestige.